NHS 'Then, Now, Always'

In June 2020, I was asked by Mullen Lowe to write the new recruitment campaign for the NHS.

To do justice to this outstanding institution at any time would be an intimidating challenge.

But in the midst of a global pandemic, with an intense media spotlight on the NHS, with the nation standing in the streets clapping its remarkable staff and rightly casting them as heroes, the pressure was ratcheted up just a little.

Nevertheless, this was an opportunity I could not turn down.

The objective of the campaign was, at this particularly difficult time, to inspire not only 40,000 new recruits into the NHS but also to inspire the over 3 million already working there.

So this is what I wrote.

The NHS brief was for an integrated campaign that served the different stages of the recruitment process across relevant media.

Consequently, there was a proliferation of digital, radio and CRM a lot of which was highly targeted and functional.

The brief also called for a campaign of films all on the same theme but at different time lengths and which would put a spotlight on different roles and specialisms.

These are a selection of the films I wrote.