There are few marketing partnerships as meaningful and impactful as Mullen Lowe Group UK and the NHS.

In the wake of the pandemic in which the memories of clapping on the doorsteps are in danger of becoming an empty gesture, the agency’s latest recruitment campaign is a labour of love which underlines the power of authentic communications. 

The multi-channel campaign, which is designed to drive nurse recruitment for NHS England, forms part of the ‘We Are The NHS’ recruitment drive. It is a masterclass in the power of long-term partnerships; the ongoing recruitment platform has seen nursing applications increase from 85,240 in 2019 to 117,285 in 2022. 

This year, it aims to inspire a new generation of nurses by using real patient stories to provide an honest and inspiring account of daily life working in the NHS, encouraging young people to see nursing as the exciting, fulfilling and life-changing career that it is.

The authentic campaign comprises two films, featuring the real stories of patients. These are brought to life through the use of patients’ own social media posts and footage recorded by family members during their time in hospital and recovery. Fresh footage featuring real nurses in combination with genuine patient stories makes for an honest, raw and uplifting portrayal that lands beautifully. 

The campaign demonstrates the enormous impact that nurses can have on others, whilst not leaning on schmaltz, posturing or empty gestures. Joining the NHS is not just an important pursuit, it is a compelling career. 

That the campaign continues to evolve in its fifth year is testament to the strength of the partnership. (MullenLowe Group was re-awarded the account in the statutory review that took place earlier this year.)

Ian Hampton, Lead Campaign Manager at NHS England, explained: “We Are Life-Changing Careers is the fifth instalment of the ‘We Are The NHS’ platform. The campaign this year focuses on what our nurses get out of a career in the NHS - that a nursing role in the NHS won’t just see them having an extraordinary impact on patients’ lives, it can do the same for theirs too.”

He continued: “For the last four years our campaign has contributed to significant year-on-year increases in the numbers of students starting Nursing undergraduate degrees. We are very proud of that, and hope that the latest iteration of ‘We Are The NHS’ will continue to have a positive effect on nursing application numbers.”