How to reconcile a professional order and its members when messages coming from on high are received with distrust? Nothing less than by turning organisational communication codes on their head.
Solution
Cartier proposed an unprecedented approach: putting aside its habitual arid written communications in favour of speaking to its members through a webseries that was as lively as it was instructive.
Our approach
To emphasize the potential for professional development available to nurses, the webseries featured respected and inspiring models. In each episode, mentoring nurses presented their profession and its advances to stars from Quebec acting as trainees. Titled Stagiaire d’un jour (Trainee for a day) the series, mixing emotion and expertise, was very appealing to members of the Ordre. What’s more, it won over the general public. Two more seasons will therefore be produced and broadcast on Tou.tv.

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