New opportunities for Leicester nurses

The challenge.

University Hospitals Leicester NHS Trust were struggling to get the nurses they needed. National recruitment campaigns weren’t delivering the right kind of talent, so a fresh approach was called for.

The insight.

Through talking with new and experienced nurses, we discovered that the pay and training focus of the national campaigns felt too rational. Real engagement would only come from something with a more emotional kick.

The creative.

We realised there was a powerful local angle. Our Leicester Loves Nurses/Nurses Love Leicester campaign invited the audience to work at the heart of the community – and join a hospital that plays an integral part in the life of the city. We shared the benefits of the job, while showing how much Leicester appreciates every one of its nurses.

Unlike anything else for the NHS.

The work was unlike anything else I had seen for the NHS.

Eleanor Meldrum.Deputy Chief Nurse.


This was the biggest and most successful online recruitment campaign UHL has ever run, slashing vacancies by 22%. And the good work continues with a new website, social media drive and PR campaign.

Thanks for reading.

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Strategy. Research. Creative Direction. Photography. Videography. Campaign planning and asset development. Social Media. Exhibitions.