Health Education England: NHS – We are returning nurses

Health Education England, a government office, encouraged nurses to return to the NHS in the UK by launching inspiring films that told real stories of nurses who had returned to the profession.

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...

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