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MullenLowe's New Film Reveals The Inspirational Nurses at the Heart of the NHS

Touching campaign was developed by MullenLowe London

MullenLowe's New Film Reveals The Inspirational Nurses at the Heart of the NHS

To coincide with the 70th anniversary of the NHS, a new campaign is launching on Thursday, July 5th focusing on the retention and recruitment of the next generation of nurses. 

The campaign line, ‘We Are The NHS’, is designed to be a rousing call to arms. A line written to encapsulate the pride so many of us in Britain feel about the organisation.

A ‘We Are the NHS’ film will be seen on TV and in cinema. It shows real people and real moments from all walks of nursing life: mental health nurses, learning disability nurses, district and hospital based. Shot on location in working hospitals in Margate and Ashford, the film even includes footage of a live birth – a first for a TV commercial.

The work, a big scale campaign for the NHS, has been created by MullenLowe London. As well as the 90’ film, a 30’ version will be seen on TV. It will be supported by a big outdoor campaign and social activity.
ECD, Mark Elwood commented: “The NHS is a jewel in this country’s crown. Some creative ideas need you to dramatise what the product or organisation actually does. Our idea was an exercise in knowing when to get out of the way and just show the incredible work all of the NHS staff perform every day, every night, 365 days a year. Hopefully, we’ve achieved just that.”
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Advertiser: NHS England

Brand Communications Manager: Abby King

Head of Campaigns: Phil Bastable

Senior Campaign Manager: Ian Hampton

Director of Communications and Marketing: Simon Enright

Creative Agency

Copywriter: Hugh Todd (Creative Director)

Art Director: Lovisa Silburn (Creative Director)

Strategist: James MacAskill

Executive Creative Director: Mark Elwood

Chief Creative Officer: Jose Miguel Sokoloff

Retoucher: Curious Productions

Agency Producer: Vanessa Hunt

Director of Integrated Production: Trudy Waldron

Chief Strategy Officer: Jo Arden

Production Company

Production Company: Vanessa Hunt

Director: Toby Dye

DOP: Ben Kracun

Producer: Ben Kracun

Casting Director: Rebecca Hall (Documentary)


Editor: Julian Eguiguren

Post Production / VFX

Post Production Company: Jean Clement Soret @MPC

Producer: Louise Unwin


Sound Engineer: Ben Gulvin @ 750mph


Creative Producer: Hettie Rifkin & Maria Singh

Print / OOH

Print Producer: Adam Hinton

Print Production Company: Wyatt Clarke & Jones