Hull and East Yorkshire Hospitals Trust (HEY) approached us with a brief to create an eye-catching campaign that would do two things:
- Recruit more nurses, doctors and other health professionals
- Retain more staff by showing them how much they're valued
What we did
Hull's famously humble and self-depreciating. Ask anyone who's ridiculously talented and from Hull how good they are and they'll probably say, "Er, I'm alright."
Of course, we wanted to shout about the things you'd expect from the NHS: compassion, respect, inclusion, high quality care. But we also wanted to do something that hadn't been done before in the NHS.
We wanted to celebrate the work the staff do, and the place that raised them, inspired them and trained them. And all in an honest, down-to-earth, quintessentially Hull tone of voice.
We made the people at the Trust the stars of a show that was bold and striking – and very Hull – in a way that celebrated everything about the staff, patients and place, both past and present.
To get the message out, we came up with a plan that covered pretty much everything. Web, social media, events, PR, videos, guerrilla marketing... you name it, we did it.
How it looked
We came up with a clean and simple identity, and used a modern block typeface to give the right amount of friendliness.
This graphical approach also helped us highlight the tone of voice and bring the personality of the campaign photography to life.
The numbers don't lie
The campaign received unanimous approval within the Trust, and has been described as the best NHS recruitment campaign in the UK.
So far, 120 (and counting) third-year students out of a total 160 have signed up. Compared to 67 intakes last year from the same catchment group.
In our first month, the website had over 6,936 visits. And our total social media reach over the same time was 92,767.
It's a good start. But we're just getting warmed up...