NHS England: We are the NHS – then, now, always

During the coronavirus pandemic, which was negatively affecting NHS job applications, NHS England launched its recruitment campaign ‘Then, Now and Always’, resulting in improvements in NHS career consideration and applications.

Campaign details

Brand: NHS EnglandAdvertiser: NHS EnglandEntrant: MullenLowe GroupCategory: Not-for-ProfitPrincipal authors: Jane Dorsett, MullenLowe Group; Sabina Usher, Mediahub UKContributing author: Joe Cussack, MullenLowe Group UK


This is the story of NHS England's 'Then, Now and Always' campaign, the 3rd, and most successful, installment in the 'We are the NHS'recruitment campaign, which launched in the face of an extraordinary event, a global pandemic and amidst the country's second, deadliest, coronavirus lockdown.

The Covid-19 pandemic placed the NHS at the heart of the greatest...

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