NHS England: Five years of ‘We are the NHS’

The National Health Service in England grew nursing applications over a five-year period through its We are the NHS platform, which flexed its messaging and execution each year to respond to changing attitudes and times.


The NHS is part of what makes the UK unique. But the extraordinary service that it provides is dependent on the numbers and dedication of its staff. Nurses form the backbone of the NHS and our story starts in 2018 when applications for nursing degrees were plummeting. This paper shows the crucial role that planning has played in the creation and development of a powerful 'platform idea' in 'We are the NHS' which has grown and flexed over time. Planning has helped revitalise perceptions of a major global employer, navigate the effects of a global crisis when the...

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