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2050 London Helps NHS Recruit Neonatal Nurses in Touching Campaign

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2050 London and My Accomplice craft a soul stirring portrayal of what it takes to be a neonatal nurse by challenging future recruits with the inspiring idea ‘could you?’

2050 London Helps NHS Recruit Neonatal Nurses in Touching Campaign

Creative agency 2050 and the NHS Thames Valley & Wessex (TV & W) and Kent Surrey Sussex (KSS) Southeast Neonatal Operational Delivery Network (ODN) are highlighting the incredible work of neonatal nurses in a new recruitment campaign for the NHS and for the specialty of neonatal (new born) care.

The campaign is driven by an emotive 90’ second film revealing from the unique perspective of nurses the multi-talented skills required to care for neonatal patients and their families. 

Kim Edwards, Gina Outram, Jen Lomas and Louise Proffitt (Neonatal Nurses) from the TV &W and KSS Neonatal Operational Delivery Network (ODN) challenged 2050 to find a creative solution that could drive awareness of this career and do it in a way that would attract the right type of candidates to the role. 

Written by award-winning creatives Jack Stephens and Matt Saunby and directed by Imogen Harrison the team paint a vivid picture through a series of authentic black and white stills, provided by the parents and staff they met on the neonatal units and online parent communities.

The powerful voice over of BAFTA recognised actor Lennie James challenges nurses to think about if they could handle the intensity of being a neonatal nurse. From performing a transfusion with only five millilitres of blood through a vein the size of a hair. To teaching a bewildered dad how to change a nappy without disturbing any intravenous tubes, to delivering unthinkable news. 

Matt, executive creative director of 2050 said, “This is a lifesaving department that cares for babies in the delicate first moments of their lives. But being a neonatal nurse is no easy option. Every day you are making huge life or death decisions about tiny human beings in the first stages of their lives. We wanted to tell this truth in a truly inspiring and motivating way.’’

Imogen Harrison, director, “We wanted to make this feel deeply authentic. As if the film was made by nurses in collaboration with the parents, so it felt true to the lived experience. The production ended up being just that – deep insights and stills straight from the nurses and parents.

Kim Edwards, ODN lead nurse workforce and education strategy lead said, "One in 13 babies will be born needing Neonatal specialist care and it can take around 10 members of a team to care for one neonate (consultant, doctor, nurse, therapists, Clinical Psychologists etc.) At the core of the team are a set of multi-talented, highly educated and trained nurses. Yet we don’t currently attract our fair share of talent from within the NHS and beyond. Our campaign aims to change this by showing those who relish working in acute care settings that neonatal nursing is the place to work and develop a career pathway."

Adam Morrison, founder and director of 2050 said, “The NHS is the biggest employer in Europe and the world’s largest employer of highly skilled professionals. Being able to help them find more amazing talent in such a critical job is a great privilege.’’

The campaign launches 23rd June and will run across the NHS’s network, online and in social media in the UK.

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Client: NHS

Client team: Kim Edwards, Gina Outram and Jennifer Lomas


Creative Agency: 2050 London.

Client Director: Adam Morrison.

Strategy: Ben Tan.

ECD: Matt Saunby.

Creative / Copywriter: Jack Stephens

Creative / Art Director: Adam Chiappe

Social Strategist: Lara Gueganton


Director: Imogen Harrison

Producer: Alicia Stratford


Production Company: My Accomplice

Managing Director: Jamie Clark

Executive Producer: Tanya-Noushka Ramsurrun

Archive Producer: Emma Love

Post Production Company: Nomad

Post Producer: Ellen O'Reilly

Editor: Beth Roberts

Edit Assist: Maud Barry

Colour: Felipe Szulc

Colour Assist: Alex O’Brien

VFX / Finishing: Martin Goodwin

Sound Design: Hannah Webster at Unit Studio

Voice Over: Lennie James


Music Composer: Tom Tripp

Genres: People

Categories: Corporate, Social and PSAs, Health

2050 London, Thu, 23 Jun 2022 16:02:22 GMT