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

The NHS, the British National Health Service, launched a campaign in the United Kingdom to recruit the next generation of nurses, retain its existing workforce and encourage ex-nurses to return.

Objectives

The NHS, England's National Health Service, was under pressure, with 34,000+ nursing vacancies from workforce shortages. Then COVID-19 struck. Life became unrecognisable with the NHS shouldering the impact of the pandemic. We needed to drive a recruitment pipeline to secure the future NHS workforce, which is so fundamental to protecting the nation's health.

Our objective was to deliver the NHS's biggest-ever recruitment drive, amid England suffering a confidence-crisis in itself and in the NHS' future, that was off-putting to our target of teens and career-switchers. We set out to: drive awareness/confidence/consideration, build a 60,000 CRM database and drive university...

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