The NHS is at the centre of the biggest threat to national safety since World War Two. Its survival depends on the next generation of staff. With a nation clapping on doorsteps for its healthcare heroes, you'd be forgiven for thinking that job inspiration would come naturally. But research unveiled that NHS careers were losing appeal amongst our core audiences; the fearless positioning of staff had created a 'superhero complex', off-putting to those struggling with self-belief they could do the job.
Our strategy became twofold. Drive confidence in 'we', with loud and proud AV elevating the NHS out of crisis; a return to the incredible values that we know current staff found so motivating when first joining the service. But ground this with deeper stories of ordinary people doing extraordinary things through social, bespoke partnerships (Ladbible, UCAS) and smart CRM across the journey to application; and so deliver confidence in 'me'.
60% through our campaign, we're on track to dramatically surpass all targets from consideration to applications, saving the NHS millions to reinvest in what matters - getting more staff on the frontline.