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MullenLowe Group UK Comes Together to Recruit Next Generation of Workers for NHS

To keep the campaign grounded in reality, real health professionals were cast

MullenLowe Group UK Comes Together to Recruit Next Generation of Workers for NHS

After the success of last year’s We Are The NHS campaign which saw the NHS’s highest ever YoY uplift for nursing applications at 35%, MullenLowe Group UK has partnered with NHS England once more to recruit the next generation of health professionals. 

The past 18 months has pushed public pride in the NHS to an all-time high. However, it has also reinforced hesitancy in the minds of prospective recruits. This year’s recruitment drive seeks to create a shift away 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. 

Live 1000 Lives reminds people of what makes a career in the NHS so unique: it’s a career where you don’t just live your life, you live the lives of every single person you meet. Every patient, every colleague; those you learn from, those you teach, those you inspire. You live all the moments that shape other peoples’ futures, because you’re right there shaping with them. Helping people through the tough times, and being part of their joyous victories. Live 1000 Lives inspires the next generation by focusing on the benefits a career in the NHS can bring to them. Making a difference to their lives, whilst making a positive impact to their own. The campaign answers the crucial question in a potential recruit’s mind: “what’s in it for me?”. With an idea perfectly matched for a career in the NHS: Don’t just live your life, Live 1000 Lives.

This campaign will go live across TV, VOD, Radio, Social, Digital Display, Radio & Digital Audio, Online Video and CRM. Media partnerships are handled by Mediahub UK, CRM by MullenLowe Profero and media planning and buying by OmniGov. 

Ewan Paterson, chief creative officer at MullenLowe Group UK said: “We’re delighted and honoured to partner with the NHS for the fourth consecutive year, at a time when recruitment has never been so essential for them. As a result the focus this year has been all about why it’s a uniquely rewarding career. And LIVE 1000 LIVES is an idea that dramatises that in an truly inspiring way. Be it being there the moment life begins or when someone takes their first step post trauma, it’s a career like no other.”

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Client: NHS England

Deputy Director, Head of Campaigns and Evaluation, NHS England and NHS Improvement - Phil Bastable
Lead Campaign Manager, NHS England - Ian Hampton
Senior PR Manager, NHS England – Fiona Warren
MullenLowe (part of MullenLowe Group UK)

Chief Creative Officer: Ewan Paterson

Creative Director: Tom Hudson

Creatives: Nina Griffiths & Charlotte Robins

Business Director: Sophie Arnett

Account Director: Georgie Dale

Account Executive: Harry Flynn

Executive Strategy Director: Vicki Holgate

Strategy Director: Joe Cusack

Strategist: Anna Jenkins

Head of Integrated Production: Trudy Waldron

Producer: Vanessa Hunt

Production Assistant: Rhyanna Taylor Hogan

Production Apprentice: Simone Chinogurei

Head of Design: Dave Allen

Designer: Dom Scriven and Danny Flint

Head of Business Affairs: Simon Sole

Business Affairs Manager: Kirby Thompson

Mediahub (part of MullenLowe Group UK)

Communications Strategy Director: Sabina Usher

Account Director: Nick Sikora

Account Manager: Olivia Furniss-Roe

Biddable Account Executive: Bertrand Dowuona

MullenLowe Profero (part of MullenLowe Group UK)

Executive Creative Director: Rachel Wells

Creative Art Director: Gavin Johnson

Creative Copywriter: Miguel Monteiro

Head of Planning: Howard Pull

Head of Data: Dean Lanzman

Senior Data Planner: Emma Rathbone

Data Planner: Cece Tsang

Planner: Rhianne Patent

Digital Designers: Bradley Nichols and Emily Regan

Account Director: Bien Huynh

Account Manager: Jessica Parish

Business Director: Jared Botha

UX Architect: Jessi Tabalba

Planner: Sam Brigstock

Account Director: Lucy Coombs

Senior Project Manager: Gwen Penverne

Head of Production: Karen Franklyn

Senior Project Manager: David Underwood

Copywriters: Helen Sharp and Becci Winstone

TV Production

Production Company: Academy Films

Director: Blair Macdonald (Novemba)

Director of Photography: Jaime Ackroyd

Producer: Oliver Clark (Novemba)


Editing House: Final cut

Editors: Sam Bould and Matt Gabzdyl

Post Production

Post production company: Black Kite

Producer: Jade Denne

Online Artist: Seif Boutella

Sound Design

Sound design: Machine

Lead sound: Ben Gulvin


Composers: Myers/Sheeran/Izadkhah/Dryden/Aggett/Lightbody/McDaid

Music Licensed through Universal Music Publishing
Stock Researcher

Stock Researcher: Jody Winterbottom and Rez Marino (Susi Paz)

Voice Over

Voice Over Casting Director: Tania Edwards (Hobson’s International)

Voice Over Artist: Eleanor Kirby


Agency Executive Producer: Elliot Dollie

Production Assistant: Bex Evans


Production Company: Yeti Productions

Director: Zack Langsdon

Director of Photography: Jan Vrovnik

Post Production

Post Production Company: Yeti Productions

Post Producer: Hannah Gant

Editor and Online Artist: Matt Anderson and Rory Nichols

Colourist: Jules Wileman (Absolute Post)


Sound Design: Vaudeville Sound

Lead Sound: Phil Evans


Music Company: Universal Music Publishing

Category: Corporate, Social and PSAs , Health

Genre: Dialogue , People