National Health Service (NHS) with Jo Arden of MullenLowe, London
The U.K was experiencing a shortage of nurses and needed to define a way to improve their recruiting and retention efforts. Jo talks us through how her team shaped their winning strategy, and, in a moment of genius, recognized the role popular TV medical shows played in recruiting and what it meant to how they should define both their audience and message.
Referenced work:
In TV, OOH, cinema, digital and radio, the team told a story that was designed to rebuild pride and support among the general public for NHS nurses. In this pre-pandemic world, regard for the profession had wained, and nurses had been abandoning the profession for years.