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A Call to Arms: NHS England Inspires the UK to Join its Service

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MullenLowe Group UK launches fully integrated campaign for NHS England in biggest recruitment drive to date

A Call to Arms: NHS England Inspires the UK to Join its Service

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.”

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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: 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


Production Company: Riff Raff Films

Director: Ed Morris

Director of Photography: Jim Joliffe

Executive Producer: Matthew Fone

Producer: Kate Brady


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 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 Design: 750mph

Lead Sound Engineer: Mark Hellaby

Producer: Chloe Sitton

Voice Over 

Voice Over Casting Director: Melsie Bourne


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


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