Then, Now, Always Posted on | Campaign UK

The NHS has launched its biggest recruitment drive amid England’s second coronavirus lockdown via MullenLowe Group UK.

Credits:

  • 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
  • Media Planning and Buying: Mediahub UK
  • Comms Strategy Director: Sabina Usher
  • Account Director: Nick Sikora
  • Account Manager: Olivia Furniss-Roe
  • Digital: MullenLowe Profero
  • Creative Art Director: Gavin Johnson
  • Creative Copywriter: Miguel Monteiro
  • Senior Copywriter: Helen Sharp
  • Senior Digital Designer: Kat Gozdzik
  • Copywriter: Becci Winstone
  • Copywriter (Freelance): 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: Yeti Productions
  • Agency Producer: Jess Wretham
  • Agency Executive Producer: Elliot Dollie
  • Director: Zack Langsdon
  • Director of Photography: Charles Heales
  • Post Production Company: Yeti Productions / Absolute
  • Post Producers: Hannah Grant, Nathan Hoad
  • Editor and Online Artists: Adrian-Florin Ardelean, Matthew Anderson
  • Colourist : Adam Clarke

“Then, now, always” is the third annual instalment of the “We are the NHS” campaign, created by MullenLowe Group UK, and issues a call to arms for people to join the institution. The ad features real people, patients and medical situations, while looking back on the NHS from its foundation 72 years ago to the present day.

The drive aims to recruit nurses, allied health professionals and healthcare support workers as the Covid-19 pandemic puts increased pressure on the service. It also targets young people who are leaving school and paints the NHS as a modern, innovative employer to inspire the next generation.

The campaign will run from September to March across TV, radio, social media, CRM and display. Out-of-home ads, which were a winning submission in the Ocean Outdoor Crucial Creative Competition, will show in real time what is happening within the NHS.

Additional activity, including PR, partnerships and specialist communications aimed at black, Asian and minority-ethnic communities, will run until March 2021.

The work was created by Lovisa Silburn and Nick Bell, and directed by Ed Morris through Riff Raff Films. Mediahub UK handled media planning and Manning Gottlieb OMD was responsible for media buying. MullenLowe Profero developed the CRM campaign and digital transformation of the NHS’ careers website.

Phil Bastable, deputy director and 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.”

Lovisa Silburn, creative director at MullenLowe London, added: “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.” This article was originally published on Campaign UK

Credits:

  • 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
  • Media Planning and Buying: Mediahub UK
  • Comms Strategy Director: Sabina Usher
  • Account Director: Nick Sikora
  • Account Manager: Olivia Furniss-Roe
  • Digital: MullenLowe Profero
  • Creative Art Director: Gavin Johnson
  • Creative Copywriter: Miguel Monteiro
  • Senior Copywriter: Helen Sharp
  • Senior Digital Designer: Kat Gozdzik
  • Copywriter: Becci Winstone
  • Copywriter (Freelance): 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: Yeti Productions
  • Agency Producer: Jess Wretham
  • Agency Executive Producer: Elliot Dollie
  • Director: Zack Langsdon
  • Director of Photography: Charles Heales
  • Post Production Company: Yeti Productions / Absolute
  • Post Producers: Hannah Grant, Nathan Hoad
  • Editor and Online Artists: Adrian-Florin Ardelean, Matthew Anderson
  • Colourist: Adam Clarke