Federal Ministry of Education, Family Affairs, Senior Citizens, Women and Youth
BMFSFJ – 2 years
PROBLEM
Germany faced a structural shortage of skilled care workers, while the new generalist nursing training needed broader public understanding and stronger appeal among younger audiences. The challenge was to raise awareness, build trust and make care feel like a relevant, future-facing career choice.
SOLUTION
As Senior Art Director, I developed a campaign approach that translated a politically driven training initiative into accessible, culturally relevant communication. Through formats such as Early-Late Night Shift, Requalification Means… and a web series, the work made everyday care more visible, more human and more relatable across digital channels.
294%
INCREASE IN WEBSITE VISITS AT CAMPAIGN LAUNCH
1.54M
WEBSITE VISITS IN 2023
8.5M
YOUTUBE VIEWS FOR THE TOP-PERFORMING CAMPAIGN CLIP
Four formats. One shared aim.
As part of the wider nursing training initiative from 2019 to 2023, these four projects were developed to make care more visible, relevant and accessible to new audiences. Each format approached the topic from a different angle — from broad awareness and practical insight to career guidance and future opportunities — creating a campaign system designed to inform, engage and shift perception over time.
