To coincide with the 70th anniversary of the NHS, MullenLowe London created this piece of work to focus on the retention and recruitment of the next generation of nurses. The campaign line, ‘We Are The NHS’, is designed to be a rousing call to arms. A line written to encapsulate the pride so many of us in Britain feel about the organisation.

The film shows real people and real moments from all walks of nursing life: mental health nurses, learning disability nurses, district and hospital based. Shot on location in working hospitals in Margate and Ashford, the film even includes footage of a live birth – a first for a TV commercial.

Mark Elwood, ECD, commented: “The NHS is a jewel in this country’s crown. Some creative ideas need you to dramatise what the product or organisation actually does. Our idea was an exercise in knowing when to get out of the way and just show the incredible work all of the NHS staff perform every day, every night, 365 days a year. Hopefully, we’ve achieved just that.”