We are the NHS: Recruiting nurses for the next generation

NHS England, the publicly funded National Health Service, recruited the next generation of nurses, and encouraged ex-nurses to reconsider the NHS, by restoring national pride in the UK's most-loved public institution and its people.

Campaign details

Brand: NHS EnglandClient: National Health ServiceAgency: MullenLowe London

Summary

Our 'We are the NHS' campaign helped NHS England recruit the next generation of nurses and encourage ex-nurses to reconsider the NHS, by restoring national pride in our most loved public institution and it's people.

The service was in crisis, facing substantial workforce shortages from tightened public budgets, plummeting UCAS applications and Brexit uncertainty, which saw a drastic drop in EU nurses.

We broke the tropes of the public recruitment category by leading with pride-rousing emotion to not just reposition a career choice, but...

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