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We are the NHS – Recruitment

Now in its 5th consecutive year, the "We are the NHS" campaign aims to increase positive perceptions of, and pride in, working for the NHS.

This year the campaign focuses on motivating our target audiences to undertake a career in the NHS Nursing. In doing so, it aims to motivate target audiences to undertake a career in the NHS including in nursing, the Allied Health Professions and as Healthcare Support Workers (HCSWs).

Campaign details

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Target audience: Adults, Healthcare professionals, Students and teachers, Young adults

Topics: NHS, NHS 111

Campaign start date: 29 October 2022


The COVID-19 pandemic has shown, now more than ever, that the future of England's health and social care system relies on its people.

Therefore, this campaign aims to increase the number considering a career in these roles and to celebrate those currently working in these professions by shining a light on the incredible work they do.

The campaign will show that a career in the NHS provides an experience like no other and allows you to live a thousand lives through patients from all walks of life.

The campaign will appear in TV, radio and social media advertising; consumer PR activity; partnerships work; and multicultural communications activity.

The overall strategic aim is to help:

  • increase applications for relevant degree courses and direct entry NHS jobs
  • increase the profile of Nursing, AHP and HCSW roles
  • show a younger demographic looking to begin their career journey and potential career switchers the benefits of a career in the NHS
  • reducing the number of existing staff leaving the NHS

Published: 28 October 2022