SHARE
RNUNL Retains Firm to Advance Clarity Campaign
February 27, 2025
The Registered Nurses’ Union Newfoundland & Labrador (RNUNL) has retained Stiff, a communications firm, to refresh and expand its Clarity Campaign, a key initiative aimed at strengthening public understanding of the roles of Registered Nurses (RNs) and Nurse Practitioners (NPs).
An open Request for Proposal (RFP) was issued on December 9, 2024, with a submission deadline of January 12, 2025. The competitive process saw three agencies submit bids, with Stiff demonstrating a strong understanding of the challenges facing Canadian nurses and a proven track record of crafting messages that advance the advocacy goals of nursing unions.
Stiff’s proposal emphasized the need to address persistent misconceptions about nursing roles, noting that while nurses are among the most trusted professionals in Canada, their expertise is often overlooked or undervalued in comparison to other healthcare providers. The agency also highlighted the systemic undervaluing of nurses as a female-dominated profession, reinforcing the importance of campaigns that not only clarify designations but also elevate the status of RNs and NPs within the healthcare system.
Through a research-driven and people-first approach, Stiff will work with RNUNL to develop a campaign that educates the public on the essential contributions of RNs and NPs, enhances recognition in healthcare settings, and empowers nurses as advocates. The campaign will build on RNUNL’s longstanding efforts, including the introduction of RN uniforms in 2014–15, while expanding its scope to ensure Nurse Practitioners receive equal recognition for their expertise.
Stiff brings extensive experience working with other nursing unions and healthcare organizations, including the Canadian Federation of Nurses Unions (CFNU) and the Ontario Nurses’ Association (ONA). Their approach will prioritize clear messaging, accessible communication, and measurable outcomes to assess campaign effectiveness.
Set to launch during National Nursing Week, May 12–18, 2025, the campaign will include digital and traditional media components, advocacy resources, and branding initiatives. More details will be shared as the campaign progresses.