The UAB Annual Report of 2009, printed in tabloid format – big and bold – existed largely as a printed piece. There was an online component, but the piece was generally meant to be viewed in print. In 2010, UAB wanted to begin migrating the Nursing Annual Report away from print. None of us believed the audience was entirely ready for a completely digital annual report, but we felt like we needed to begin moving them in that direction. So, the 2010 report featured a nice printed piece that referenced its digital counterpart throughout, employing QR codes to take readers directly to robust content should they so choose.
In order to establish a conceptual framework, we talked to a number of nurses. Almost without exception, they all could point to the time in their lives when they had wanted to become a nurse. Most of them had wanted to be a nurse since childhood. Hence the concept: "I have always wanted to be a nurse." We used this notion of having nurses share their stories about when they decided to enter nursing as a vehicle for delivering the freight of the annual report.