The NHS was in trouble. It faced a significant decline in nursing applications due to the withdrawal of the financial bursary, resulting in a 50,000-application shortfall. Headlines weren’t good and money was short.

That’s when we developed "We are the NHS". A platform to reconnect the public with the NHS's core values and highlight the extraordinary commitment of its staff.

Over six years, "We are the NHS" has remained a consistent and powerful rallying cry, supporting multiple recruitment areas and adapting its messaging to changing contexts and challenges. And has lead to a substantial increase in ROI.

The work is beautiful and powerful, showcasing the multitude of roles available, and showing how you can change a life while at the same time, change yours. The work spanned TV, experiential, social and content as well as a sophisticated eCRM programme.

The Big Idea

‍Make this not about an institution, but how the NHS is about, and for, all of us.

The Cultural Impact

‍37% uplift in UCAS nursing applications, a 604% increase in website visits, and a £100:1 ROI. Over six years, the campaign has won over 30 creative and effectiveness awards.