Niagara Health System is a multi-site healthcare provider serving the Niagara Region of Ontario, Canada. In 2011 they commissioned Day Communications to create a recruitment brochure targeting nurses. In my role as Art Director I was tasked with designing the brochure. I chose a classic tri-fold, horizontal format, printed in 4-colours on a satin finish, low-gloss stock.
After identifying the unique selling point of NHS as it's location in one of Canada's most popular tourist destinations, I endeavoured to make the brochure more closely resemble a tourism brochure as opposed to a more traditional nursing recruitment brochure. In the early 2010's, nurses were in high demand in Ontario and NHS was in a competitive market for their skills. The brochure was an instant hit with the client and had the effect of helping NHS meet their recruitment needs in those years.
Day Communications entered the brochure in the 2011 Creative Excellence Awards in the Print Advertising and Promotions, Single Brochure Category. Despite competing against entrants from much larger and well-known advertising agencies, the NHS brochure won first place. The Creative Excellence Awards honour outstanding achievement in Recruitment Advertising and HR Branding in the North American marketplace.
