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The “We are the NHS” nursing campaign for NHS England aimed to encourage people to decide to take on a career in nursing. The campaign sought not only to target teens and those wishing to switch into a more meaningful career, but also the broader NHS community, made up of a workforce of 1.5 million, as well as their friends and family, amounting to tens of millions of people across England. Creative across TV, Cinema, Radio, Social, OOH and CRM was used to inspire prospective applicants and raise pride among current employees and their loved ones.The “We are the NHS” campaign helped to reverse a 5-year decline in nursing UCAS applications, making it one of the NHS’ biggest recruitment drivers ever. Specifically, there were over 23,060 new acceptances to nursing degree courses. This represents a 6% year on year increase.
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