Campaign details
Brand: Health Education EnglandLead agency: MullenLowe Open
Campaign Overview
The NHS is facing crisis.
More nurses are leaving than joining - and there are over 40,000 vacancies. Training new nurses takes three years and freelance recruitment costs billions.
The campaign needed to convince ex-nurses to come back.
Strategy
Nurses were asked why they were leaving the profession and segmented into three categories: disillusioned, retiring and time out.
The latter "planned returners" - the biggest pool but easiest to turn round - became the target.
Many had rational barriers such as childcare, but others were having...