MullenLowe Group UK
Wed, 11 Nov 2020 11:31:41 GMT
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A Call to Arms: NHS England Inspires the UK to Join its Service
MullenLowe Group UK launches fully integrated campaign for NHS England in biggest recruitment drive to date
Today, NHS England launches year three of its 'We Are The NHS' campaign, Then, Now, Always, through MullenLowe Group UK with a call to the nation to join its most beloved institution by inspiring national pride and confidence in the NHS.
The campaign shows real people, patients and situations, and fondly looks back on the NHS, from its foundation 72 years ago to the present day and forward to what the future might bring.
To inspire the next generation, NHS England briefed MullenLowe Group UK to launch the biggest recruitment drive ever for the health service. MullenLowe was commissioned to recruit nurses, allied health professionals and healthcare support workers, totalling 15+ unique roles and thousands of vacancies. Unfortunately, the Covid-19 pandemic made this already critical task to tackle the pre-existing issue of NHS staff shortages even more important. With national lockdown underway, the NHS and its staff saw unprecedented levels of public support which translated into a genuine pursued interest in joining the service. The scale of the virus soon saw the NHS confronting huge challenges and with staff stepping up in ways never seen before.
With young people leaving school facing uncertainty around their University options, MullenLowe’s priority focus was to booster degree applications which represent the most common entry point to nursing and other health courses. This campaign needed to show that the NHS has moved into the future and is a modern, innovative employer brand in order to inspire the next generation of recruits.
Later in the campaign, as part of the winning submission for the Ocean Outdoors Crucial Creative Competition, the campaign will go live with out-of-home activity which shows in real time what is happening inside the NHS. Streaming live from Trust locations, this activity will bring to light the ongoing incredible work that our NHS staff perform on a daily basis.
Phil Bastable, deputy director, head of campaigns and social media at NHS England and NHS Improvement, said: “In the midst of the Coronavirus pandemic, the NHS has played a pivotal role in protecting the health of people and their families. We are now looking for the next generation of the NHS workforce. Through the “We are the NHS” campaign - now in its third year - we are looking to attract thousands of new nurses, allied health professionals and healthcare support workers, in order to ensure the service continues to play that vital role for generations to come.”
“We are delighted to have worked with MullenLowe for a third year as they have developed and expanded the campaign even further. The fully integrated approach from MullenLowe across CRM, Web, Creative and Media will be instrumental in reaching people who may have been inspired by the work done by the service over the past few months – or may have dreamt of working with the NHS for years.”
Lovisa Silburn, creative director at MullenLowe in London, said: “After everything the NHS has been through these last months, we felt the pressure to take the work to another level and with this brief we had the opportunity to tell a greater story. We wanted this film to show just how special the NHS is, to raise the hairs on the backs of people’s necks and inspire thousands to consider a career with this special institution. You could say this film has been 72 years in the making.”
Client
Client: NHS England
Deputy Director, Head of Campaigns and Social Media at NHS England and NHS Improvement: Phil Bastable
Lead Campaign Manager, NHS England: Ian Hampton
Senior PR Manager, NHS England: Fiona Warren
Agency
Agency: MullenLowe Group UK
Chief Creative Officer: Jose Miguel Sokoloff
Chairman: Tom Knox
Chief Strategy Officer: Ayesha Walawalkar
Creative Directors: Lovisa Silburn, Nick Bell
Senior Producer: Katie Colhoun
Assistant Producer: Rhyanna Taylor Hogan
Senior Strategist: Fran Griffin
Business Director: Katie McCambley
Account Director: Georgie Dale
Account Manager: Charlie Fry
Account Executive: Naomi Daley
Head of Business Affairs: Simon Sole
Designer: Cris Jones
Mediahub UK (part of MullenLowe Group UK)
Comms Strategy Director: Sabina Usher
Account Director: Nick Sikora
Account Manager: Olivia Furniss-Roe
MullenLowe Profero (part of MullenLowe Group UK)
Creative Art Director: Gavin Johnson
Creative Copywriter: Miguel Monteiro
Senior Copywriter: Helen Sharp
Senior Digital Designer: Kat Gozdzik
Copywriter: Becci Winstone
Copywriter (Freelancer): Karen Munnis
ECD: Ben Knight
Head of Data: Dean Lanzman
Senior Data Planner: Stefan Bocos
Junior Planner: Rhianne Patent
Digital Designer: Fiona Ryan
Account Director: Bien Huynh
Account Manager: Jessica Parish
Business Director: Jared Botha
UX Architect: Florence Opara
Planner: Sam Brigstock
Account Director: Lucy Coombs
Senior Project Manager: Jessica Beasley
TV
Production Company: Riff Raff Films
Director: Ed Morris
Director of Photography: Jim Joliffe
Executive Producer: Matthew Fone
Producer: Kate Brady
Stock
Stock Researcher: Susi Paz
Archive Footage
Archive Footage Courtesy Of: Toby Dye @ RSA, Simon Rattigan @ HLA, Dan Emmerson @ Somesuch, Billy Boyd Cape @ Academy, Zack Langsdon @ Yeti, Alamy, BFI National Archive and Archive Researcher Kevin Ghartey, Content Bible, Getty, Jukin Media, Masonic Charitable Foundation/Museum of Freemasonry Pathe, Michael Austen, Press Association, Pond 5, Shutterstock, Solo Syndication, South West News Service.
Editing
Editing House: Stitch
Editor: Flaura Atkinson
Assistant Editor: Freddie Joiner
Producer: Angela Hart
Post Production
Post Production Company: Raised by Wolves
Online Artist: Jon Hollis
Post Creative Director: Tareq Kubaisi
Colourist: Vic Parker
Typographer: Dylan Kendal
Sound
Sound Design: 750mph
Lead Sound Engineer: Mark Hellaby
Producer: Chloe Sitton
Voice Over
Voice Over Casting Director: Melsie Bourne
Music
Composer: Thomas Farnon
Music Licensed through: Chromium Music Group
Music Researcher: Music Monkey
Social / CRM
Agency Producer: Jess Wretham
Agency Executive Producer: Elliot Dollie
Production Company: Yeti Productions
Director: Zack Langsdon
Director of Photography: Charles Heales
Post Production Company: Yeti Productions / Absolute
Post Producer: Hannah Gant
Post Producer: Nathan Hoad
Editor and Online Artist: Adrian-Florin Ardelean & Matthew Anderson
Colourist: Adam Clarke
Agency CRM Designer: Fiona Ryan and Kat Gozdzik
Agency CRM Copywriter: Becci Winstone and Helen Sharp
Sound Design: Vaudeville
Lead Sound: Steve Brooks
Music Company: Audio Network
Stills
Agency Stills Producer: Lisa Tuck
Photographer: Lewis Khan c/o At Trayler
Retouching c/o photographer.
Senior Creative Producer @ MLL: Lisa Tuck
Creative Director: Lovisa Silburn
Production Company: OB and Yeti
Photographer: Lewis Khan
Agent/Producer: Lily Magenis and Kay Edwards @ At Trayler
NHS: Live
Agency NHS: Live Producer
Production Company: ITN Productions Advertising
Head of Advertising: Mark Thompson
Head of Production: Sophie Chordia
Producer: Claire Lambert
Production Manager: Georgie Brown
Genres: People, Storytelling, Dialogue
Categories: Medical Associations, Healthcare and Wellness
MullenLowe Group UK, Wed, 11 Nov 2020 11:31:41 GMT
