The NHS has launched a multichannel recruitment campaign by MullenLowe Group UK.
In a tonal shift from the heroic, crisis-fighting image created by the pandemic to a more appealing, but still authentic, view of how rewarding it can be to work in the NHS, the work includes a 60-second spot directed by Blair Macdonald through Academy Films.
Created at the group by Nina Griffiths and Charlotte Robins, the copywriter was Miguel Monteiro and the art director was Gavin Johnson. The work also includes VOD, radio, social media and digital display activations. Media planning and buying was handled by OmniGov.