NL College of Nurses Launches What It Takes Public Awareness Campaign
October 13, 2026
ST. JOHN’S, NL — Nursing regulation matters every day, even when its role is not immediately visible. Officially launching today, the NL College of Nurses’ What It Takes campaign connects the nursing care people recognize with the regulatory work that supports public trust in the profession.
Its central message — “It takes someone special to be a nurse. We make sure of it.” — highlights what nursing requires and the College’s responsibility to uphold professional standards.
“I cannot overstate the importance of regulation in nursing,” said Lynn Power, CEO and Registrar. “It establishes who is qualified to practise, the standards nurses must meet, and how they are held accountable. Much of this work happens outside public view, but it is fundamental to public protection.”
The College sets expectations for safe, competent, and ethical nursing care. It is also the organization the public can turn to with concerns about a nurse’s practice in Newfoundland and Labrador, with processes to review those concerns fairly and act when needed to protect the public.
“The trust Newfoundlanders and Labradorians place in nurses carries an expectation that their care will be safe, competent, and ethical,” said Tonya Ryan, Board Chair. “Whether that care is provided in St. John’s, Grand Falls-Windsor, or Makkovik, the professional obligation is the same. Regulation underscores clear standards and accountability, making public protection a responsibility upheld across our province.”
Developed with Newfoundland and Labrador agency Target Marketing & Communications Inc. and local filmmaker Christian Sparkes, the campaign showcases the province’s creative talent. All actors reside in Newfoundland and Labrador, the soundtrack features “Welcome” by Hey Rosetta!, and local singer-songwriter Amelia Curran is the voice in the shorter videos.
The campaign was led by James Sheppard, the College’s Director of Strategic Relations and Communications, and will reach audiences through television, streaming platforms, social media, online advertising, and digital outdoor placements.
The campaign videos can be viewed on the College YouTube channel. To learn more about the
College, visit nlcn.ca.
About the NL College of Nurses
The College regulates Licensed Practical Nurses (LPNs), Registered Nurses (RNs), Nurse Practitioners, (NPs) and Registered Psychiatric Nurses (RPNs) in Newfoundland and Labrador. Its mandate is to protect the public through nursing regulation.
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Media Contact
James Sheppard
Director of Strategic Relations & Communications
NL College of Nurses
(709) 730-3436
JSheppard@nlcn.ca