MOH runs refreshed campaign to lure more Singaporeans to nursing profession


Ministry of Health (MOH) has partnered with BBDO Singapore to develop a new chapter for the “Care to go beyond” integrated brand campaign that heroes the nursing profession in Singapore. The campaign focuses on the societal contributions and efforts of current nurses to encourage more Singaporeans to join the profession.

Furthermore, the campaign aims to raise the profile and respect for nurses, build admiration for the career, and instill pride and re-inspire those already in the profession. The refreshed campaign kicks off with a launch film, released Thursday 28 November, and will be followed by additional campaign material.

As the agency of record, BBDO helped develop a suite of assets in order to bring this movement to life with work featured in print, outdoor, cinema, TV, and across digital and social channels.

Nick Morrell, managing director, BBDO Singapore said , “We are proud to partner with MOH Holdings to help change the public’s perception of nursing, to dispel any stigmas and misconceptions that they might have of the profession and publicly recognise the great work our nurses do every single day.”