Turning a moment of student rejection into a moment of optimism to fill a critical NHS recruitment gap


Turning a moment of student rejection into a moment of optimism to fill a critical NHS recruitment gap, NHS and UCAS / Mediahub
With the NHS facing a deficit of 40,000+ nurses in the UK, attracting new nursing students is critical to its future. Faced with this huge recruitment challenge, we identified an untapped opportunity to drive incremental applications outside the established UCAS application deadline; the ‘clearing window’.

Our research identified this is a moment fraught with anxiety for unsuccessful teens. So, to turn this moment of rejection into a moment of optimism, by offering students an enviable career prospect with one of the nations most valued institutions, we needed a media approach that balanced emotional and rational messaging.

To earn their trust we went straight to the source of their despair and partnered with UCAS. A series of inspirational emotion led content via targeted sequential emails and paid social inspired our teens to sign up to our step-by-step guide. From there, we handheld them through the application process through our personalised CRM programme.

The response was huge. We drove drove nearly 500 accepted university placements, at a cost 51x times cheaper than the standard NHS recruitment cost. Crucially, the campaign also established a partnership with UCAS; changing how the NHS engage with the very audience vital for its survival.