prn
already in your system
Resilience isn't something you're taught. It's something you already carry.
Client: BSN Nursing Department, Langara College
Role: Campaign Design, Art Direction (Group Project)
Year: 2026A social marketing campaign designed for nursing students navigating one of the most psychologically demanding educational paths of any profession. Rooted in the clinical term pro re nata, "as needed," PRN was created to close that gap. To help students recognize their own resilience, reduce stigma around struggling, and build stronger connection across cohorts.
OVERVIEW
Over 50% of nursing students experience significant burnout before graduating, and many leave the profession within their first two years. A culture that frames emotional distress as weakness has taught students to internalize struggle rather than seek support. The problem was never a lack of resilience. It was that students didn't yet have language for the strength they already carried.
THE SCOPE
We started with a contradiction: pro re nata means treating a problem as it arises, but we wanted to name a strength that was already there.
The logo works the same way, a mark meant to feel like connection within, not something added from outside.
Three clinical objects, chosen for what students see daily without noticing: an IV bag, a syringe, pill capsules, each filled with glitter, invisible at a glance, catching light up close. Clinical surface, warm material. That contrast became the whole visual language.
PROCESS
THE POSTERS
Three posters, three props: an IV bag, a syringe, pill capsules, one for each kind of resilience: social, mental, physical. All tagged Patient: You. Student interviews confirmed the same thing every time: the resilience wasn't missing, it was just never named. So the campaign didn't prescribe it. It drew it out, glitter standing in for a superpower they'd been carrying all along.
Left to right: Social, Mental, Physical resilience.Posters started the conversation in the hallway. Everything after had to meet students somewhere else, mid-shift, mid-scroll, in the moment doubt actually shows up. Content built to interrupt the exact second someone needed it. A reminder they'd have on them, right when it mattered.
TOUCHPOINTS
Posters started the conversation in the hallway. Everything after had to meet students somewhere else, mid-shift, mid-scroll, in the moment doubt actually shows up. Content built to interrupt the exact second someone needed it. A reminder they'd have on them, right when it mattered.
At the event bearing its name, first-year and graduating nursing students are each handed two prompts, blank fields waiting to be filled by hand. First-years answer what they're carrying in, and why they chose this path. Last-years answer what they wish they'd known, and why they chose to stay. Then the cards change hands, so each cohort walks away holding proof from the other end of the timeline.
THE EXCHANGE
Three pillars, one thread running through all of them: the data, the community, and the student's own voice, each reflecting resilience back at the person scrolling. A quiz that always lands on the same answer. A research carousel that turns a survey into something personal. The feed doesn't lecture. It reflects.
TOUCHPOINTS
THE SOCIALS