'Become a nurse, Your country needs you' poster
The pattern
This still is filed under Recruiting duty offer.
Define
Join us, framed as who you become, not as a job listing.
Mechanism
Identity offer. The role is a self. Benefits are secondary to the person you will be after you say yes.
Verdict
We are recruiting into a hard, proud, or transforming role: service, craft, a company with a real culture.
Why it works
The visual literalizes the idea of a personal calling from the country. Placing the cap is a rite of passage, making the appeal feel like an anointing or a solemn duty.
The big idea
The nation's own hands, in starred and striped cuffs, set a nurse's cap on a young woman's head, so becoming a nurse looks like being chosen by the country.
The offer
Write to the Nursing Information Bureau, 1790 Broadway, New York City.
Lines from the ad
become a NurseYOUR COUNTRY NEEDS YOUWrite Nursing Information Bureau, 1790 Broadway, New York CitySteal this when
You want to elevate a career choice or action into a higher calling or national duty.
The emotion
Written to Duty. It makes the Say move.
It names one act and where to start it, write to the Nursing Information Bureau at 1790 Broadway, while the country's starred cuffs setting the cap make the call come from the nation itself.
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