Putting a roof over their heads this Christmas
November 30, 2021
+ PreviousThe challenge
Encouraging people to relocate or start their careers in the NHS has proved more difficult over the last two years. The Nursing Times reported a 12% increase in the number of ‘missing’ nurses in August of last year compared to just 6 months earlier in March 2021.
Leeds Community Healthcare Trust (LCH) approached us last summer to help them fill a number of crucial roles within their community nursing team, special services team, and their 0-19 department. That’s the team that provide support to families and children from birth, right up until the end of their teenage years.
New nurses
New nurses were needed to fill roles across the board from neighbourhoods, to schools, to police custody specialists. And 12 months of advertising using their traditional methods had turned up no takers.
The solution
We’ve a long history of working with the NHS to help them recruit new staff, and particularly utilising the power of social media to find those people. For the team at LCH, our creative approach meant a campaign that included video, imagery, GIFs and tailored content. All aimed at ensuring nurses knew where their next career move could be found.
One, two, three
We came up with three campaigns to help target those three key audiences.
For the 0-19 team – #ItStartsHere – a play on both the nature of the work, and the opportunity to truly begin your career when you join the LCH team.
For the neighbourhood nursing team – #ThisIsCaring – reflecting the level of dedication a nurse has to visit patients in their homes every day. If you want a career in care, this is where you’ll find it.
For the specialist nursing teams – #WhereCareComesFirst – in environments where you perhaps thought healthcare did not play a big role, it really does, and you can be part of the team that delivers it.
Films and content
Our approach included filming in patients’ homes, police custody, nurseries, young offenders institutions and hospitals themselve. As well as individual staff interviews, content writing and asset design to create a series of campaigns that would focus on specific roles and opportunities, to help find those candidates they needed so much.
If you require an advertising campaign for the NHS, or indeed if you’d like to discuss in private, a rash or something for any other healthcare brand or product, drop us a note saying:. ‘Can you have a look at this spot on my….’ here.
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New nurses appointed
Tackling the toughest brief
The challenge
Following the outcome of the long awaited Francis Report, several recommendations were made but one of the most far reaching directives was to ‘decommission’ the much maligned Mid-Staff’s Trust and replace it with a completely new Trust to be called ‘The University Hospital North Midlands’ NHS Trust.
The new trust would have a completely new board, trustees and would look to put the bad memories and hangover from Mid-Staff’s firmly into a sealed box never to be opened. The ethos would be open, transparent and would first and foremost put quality patient care above anything else.
With this background, it was arguably one of the largest challenges in recent marketing history to get the stakeholders on-side – namely clinicians, politicians, the community and of course, patients both new and existing.
#ComeBackToNursing
- Nominated: Social Buzz Awards
The brief
As a measure to help alleviate the national nursing recruitment issue, NHS Health Education England proposed an initiative to convince nurses no longer in the profession to consider returning. The goal being to persuade lapsed nursing staff to complete a ‘Return To Practice’ programme against a backdrop of problems:
- The nursing community would be going on strike during the campaign;
- Morale of nursing staff in the NHS at an all-time low;
- Some of the reasons nurses had left the NHS were still prevalent;
- Previous return-to-practice programmes didn’t support returning nurses enough;
- 13 regions to promote, each with different requirements;
- Super-fast turnaround required.
The numbers
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people were expected to return to practice before the campaign.
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people signed up within the first month.
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increase in the number of applications.
£0m
saved for the NHS in training new nurses. £53,361,500 to be exact.
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page views on the website we produced for the campaign.