Congratulations to Mediahub UK who received the ‘CRM & Media Award’ at the recent Campaign Media Awards for their work on the NHS ‘We Are Nurses’ campaign!
With the NHS facing a 40,000+ nursing vacancy crisis, the NHS needed to convince an audience they hadn’t spoken to before; lapsed nurses, to return to practice.
Qualitative research uncovered the barriers to this untapped opportunity. Mediahub found that aside from practical concerns like childcare and course logistics, what our nurses most feared was not being able to do the job again.
They needed a dual approach, re-invigorating the audience through a trusted media partner and hand-holding them through to application via a CRM programme. MullenLowe Group UK created inspirational films to help reignite our audience’s love for nursing, and then followed up with emotive CRM reminders to nudge them through to application.
The response was unprecedented. In the first day they made national news and gained £2m in earned media value. By day two Mediahub had doubled their engagement metrics and outperformed our CRM benchmarks. But most crucially, Mediahub saved the NHS over £500,000 in recruitment costs, money that can now be spent in other vital areas. This isn’t just a success story, this is a story of survival.