RNU in Action

Beyond Broken Campaign

March 14, 2023

In February, RNU launched the second flight of the Beyond Broken campaign. Campaign materials include powerful new videos featuring RNU members, as well as one patient story. There are new TV, social media and online ads. This phase of the campaign focuses more heavily on engagement and rallying our members and the public to take action.

This campaign was first launched during RNU’s 28th Biennial Convention in October. The campaign depicts the dire state of health care in Newfoundland and Labrador and the urgent need for change.

Our health care system is Beyond Broken, but it’s not beyond repair. The provincial government must act now to stabilize nursing and protect patient care before it’s too late. This means doing everything we can to retain registered nurses, create safer and healthier working conditions, and improve access to leave.

Currently negotiating a new collective agreement, RNU will keep pushing back and using the resources we have to fight for a fair contract and action to improve the workplace. Building public support and momentum across NL is critical for this campaign as we need to stand together to affect change and achieve an acceptable agreement.

The first flight of this campaign ran for six weeks. Ads were served across TV, billboards, and online, including display, video, social media, and Spotify. The first flight creative focused primarily on facts and solutions.

How You Can Help

This campaign needs your voice. The voices of all RNU members and the public to advocate loudly for our health care system, and the people who work in it. Join us in our fight to end the nursing crisis and protect patient care.

There are many ways you can raise you voice and support this campaign:

  1. Email Your MHA

They can’t ignore us all. Select your riding from the drop-down menu and click send to let your MHA know where we stand when it comes to the crisis in health care.

  1. #RaiseYourVoiceNL

Record a short video that opens with “I’m raising my voice for…” and then tell us who and why, and share it on social media using the hashtags #BeyondBrokenNL and #RaiseYourVoiceNL.

  1. Share Your Story

Share your stories about our beyond broken health care system. Stories can be shared safely and anonymously. To date, 45 stories from RNs and patients from across the province have been shared through the website form.

  1. Share the campaign on social media

You can update your profile photo and cover photo with our new campaign graphics. Download them directly from the website to show your support for registered nurses and nurse practitioners. You can also download a support sign that can be placed in your window.

We launched the Beyond Broken campaign with a public rally during the 28th Biennial Convention, taking advantage of having hundreds of our members together in one place. We received extensive media coverage which included powerful imagery, statistics, and quotes to support our messaging. Headlines included CBC’s coverage Frustrated nurses at fiery St. John’s rally push for better working conditions, and Saltwire’s coverage ‘Beyond broken but not beyond repair’: Two weeks before contract negotiations, hundreds of nurses rally in downtown St. John’s and analysis Déjà vu of déjà vu: Contract negotiations between Newfoundland and Labrador nurses and province begin this week.

This campaign needs your voice. The voices of all RNU members and the public to advocate loudly for our health care system, and the people who work in it. Join us in our fight to end the nursing crisis and protect patient care.

The time to #RaiseYourVoiceNL is now!

Learn more about our campaign at https://beyondbroken.ca/.