The British Columbia Nurses’ Union (BCNU) is paying tribute to nurses, who spend time away from their own families in order to take care of others.

The 30-second spot, by Vancouver-based indie advertising agency Wasserman, depicts memory-making holiday scenes with family such as opening gifts, eating together and counting down to New Year’s Eve, but with a key family member missing each time. It ends with the main message of the campaign, thanking nurses for missing time with their families.

“We had a dual audience for this campaign,” says Neil Shapiro, creative director with Wasserman. “We needed to let everyone in B.C. know the lengths nurses go to ensure they receive the care that they need, but we’re also speaking to BCNU’s members – the nurses themselves. We wanted to ensure them that their sacrifices were being seen and appreciated.

“Finding the right tone for this campaign was incredibly important. Yes, nurses miss time with their families over the holidays, but they don’t begrudge it. For many it’s a point of pride, putting other people first is in their DNA and what makes them such incredible people.”

“Health care doesn’t take a holiday, and that means that many nurses sacrifice time with their families in order to ensure their patients get the care they need,” says Courtney McGillion, director of communications for the BCNU.

The campaign includes television, radio, OOH, digital banners and social posts, and will run into the first week of January.

Wasserman also handled media.