Campaign details

Brand: NHS England
Client: National Health Service
Agency: MullenLowe London


Our 'We are the NHS' campaign helped NHS England recruit the next generation of nurses and encourage ex-nurses to reconsider the NHS, by restoring national pride in our most loved public institution and it's people.

The service was in crisis, facing substantial workforce shortages from tightened public budgets, plummeting UCAS applications and Brexit uncertainty, which saw a drastic drop in EU nurses.

We broke the tropes of the public recruitment category by leading with pride-rousing emotion to not just reposition a career choice, but an institution.

At a time when brands are 'hypertargeting' with narrow messaging to segmented audiences, we uncovered a key audience insight which made it necessary for the campaign to go unashamedly broadcast.

By talking to the nation, we sought to confront a negative NHS cultural narrative head-on. Our campaign sought recognise the Service for what it really is: a progressive and hopeful beacon of humanity. Driving individual action by raising societal pride.