Draftfcb London launches campaign for Department of Health recruitment drive
In support of the Government’s commitment to recruit an extra 4,200 full-time health visitors across England by 2015, Draftfcb in London has launched an acquisition campaign aimed at both student and current nurses.
The challenge is to encourage nurses and student nurses to consider a career as a health visitor, whilst overcoming the current misunderstanding of the role, a general lack of interest and a low profile of health visitors amongst the target audience.
The campaign end line, ‘A positive start for every family’ looks to elevate the status of health visitors in terms of the integral role they have in giving children and families the best possible start.
The initial acquisition DM pack is a baby-shaped mailer, near actual size. Its design is emotionally engaging and mirrors the challenges and rewards of becoming a health visitor. The call to action is to sign up and register their interest either online, via phone or through a detachable registration coupon. Following the success of an initial test mailing, the pack is currently being dispatched to approximately 300,000 current nurses.
An informative email followed by a DM pack is also sent to individuals once registered which includes a pocket-sized handbook and clearly breaks down the role of the of the health visitor, the key attributes required and the requirements needed to become one. The information is enhanced throughout by the words of current health visitors, helping to provide context and a true insight into the profession.
Tactical outdoor and local press in the South Central SHA region, as well as inserts and ads in national nursing publications are also supplementing campaign activity.
A full CRM retention programme and further acquisition activity is also in development.
Project name: Health Visitor recruitment
Client: Department of Health: Claire Morris, Joanne Byrne
Creative agency: Draftfcb London
Copywriter: Andy Brown (South Central activity - Steffan Tarr)
Art director: Steve Waring (South Central activity - Jonathan Horner)
Illustrator: Steve Waring