Man(n) nurtures: Image campaign goes into the next round
Caregiving professions aren't just for women. They also require specialized knowledge—and they're fun. These are the key messages that the image campaign by Spitex and Graubünden Nursing Homes aims to convey.
The image campaign "I love my Job" launched by Spitex and Pflegeheime Graubünden goes into the next round and points out the importance of long-term care with a new poster subject. The motif shows a man preparing medication. With this joint project, Spitex and the Graubünden nursing homes have set themselves the goal of improving the image of long-term care. With various activities, they draw attention to the occupational field of long-term care and provide an insight into everyday working life. The aim is to convey a realistic image and dispel prejudices.
The central and strong statement is "I love my job", with the verb "love" represented by a red heart with a plaster to create the link to care. This slogan also reappears in the new campaign, which will be launched on May 18 throughout the canton of Graubünden with posters and online banners.
Competence and pleasure in work
The new campaign subject was drawn by Grisons illustrator Lorena Paterlini and shows a man judging medicines. This is intended to make three things clear. First, nursing has long since ceased to be a "women's issue"; men also work in nursing and are in demand as employees. This is intended to counteract the cliché of the classic female profession. Secondly, nursing is not something that anyone can do, but a responsible profession that requires specialist knowledge. The care situations of Spitex and also in the homes are becoming more and more demanding because people are getting older. With increasing age, the amount of chronic diseases such as diabetes, dementia or heart failure increases. This is referred to as multimorbidity. Great competence is needed to assess the complex nursing issues. And thirdly, working in nursing is great. For many nurses, the negative statements about the nursing profession that have often been repeated in connection with Corona and the nursing initiative are extremely frustrating and do not correspond to their own reality, since they enjoy their profession and take great pleasure in it. Nursing is meaningful, varied, close to people and of great social importance.
Concept, project management: Monika Schnoz, kommunikationsART. Graphics: Marco Looser, moinz. Illustration: Lorena Paterlini. Spitex und Pflegeheime Graubünden, c/o Bündner Spital- und Heimverband, Chur.
