What was the brief?
The NHS was under siege, facing a supply gap of 50,000+ nurses by 2021. Government funding cuts, workforce shortages and policy changes created the perfect storm: more nurses were leaving than ever, and worse, never applying in the first place. We needed to drive a pipeline of future nurses.
What was the strategy?
Our strategy was underpinned by one key insight: plenty of people want to change the world as a nurse, but don’t have the confidence that they can do the job. We needed to go beyond inspiration, lifting the lid on nursing and fuelling confidence at every stage of the journey.
What was the creative solution?
Our creative strategy, ‘nursing takes you from ordinary, to extraordinary’, emphasised nursing's most motivating elements at every touchpoint from TV to web to CRM. Our creative used real nurses and patients, capturing the role realities, comradery and dedication, highs and lows, of the nation’s beloved team; ‘We Are Nurses.’
What were the results?
Despite ⅓ less budget, the results exceeded all expectations across every stage of the funnel. We increased consideration (+6%), unique site visitors (+18%), drove 60,000+ CRM registrations, and most importantly, increased UCAS nursing applications (+6% YoY). ROI of £14.9:1.