Arcadia is a campaign to address the critical nurse understaffing in rural areas. We aim to destigmatize and uplift rural healthcare work, highlighting the slower pace of life and greater autonomy that working rurally provides.
While most nursing and medical content is usually sterile and minimalist, our angle is to be optimistic and warm, while celebrating the beauty of the New Zealand countryside. The style takes the cleanness usually seen in medical designs but uses bright, warm colours and exaggerated shapes to fit the spirit of the campaign.
Part of our campaign is a personality test available at nurses conferences on a kiosk and on the Arcadia website. Find out your rural nurse type—because millennials(our TA) notoriously love personality tests. The test asks how you’d spend a day as a nurse in the countryside, prompting you to imagine the lifestyle and really consider it. When you're done, you get a little character.
The ones we’ve designed are:
The Light - a rural nurse who’s a happy little lady.
The Connector - loves his close-knit rural town and is always getting involved in community projects.
The Explorer - loves the countryside for its vastness and extreme activities like hiking, kayaking, and mountain biking.
The posters would be displayed in urban hospital breakrooms and aim to be a warm and appealing window into their potential life
