NHS Advertising campaign to address staff shortage in UK

Main Category: Nursing / Midwifery
Article Date: 01 Mar 2004 - 0:00 PDT


The Department of Health today launched its 2004 advertising campaign to encourage more staff and returners to join the NHS.

The 2004 NHS Careers campaign, costing over £4 million, follows on from last year's successful 'Smile' campaign, which resulted in over 80,000 contacts made to the national NHS Careers helpline during the main campaign period. Since its beginnings in 2000, the NHS Careers service has played a large part in growing the nursing workforce by over 50,000.

UK Health Secretary John Reid said:

"We are confident that this new campaign will be as successful as previous years and that it will attract interest from new staff into a range of different careers as well as encourage ex-healthcare professionals to return to the NHS.

"Year on year, we have seen consistent increases in the numbers of new staff joining the NHS, those taking up university places to study for a healthcare profession, as well as returners to nursing, midwifery, radiography and other career groups. We now have over 55,000 more nurses and almost 14,000 more doctors compared to 1997.

"However, whilst it is important that we continue to promote careers in the NHS through high impact campaigns such as this, we are also aware that we must also offer existing staff benefits that will have a direct impact on their working lives.

'Initiatives such as more flexible working options, better and more supported career structures, family friendly practices, career breaks and access to childcare co-ordinators, along with the new pay structure Agenda for Change, are all playing their part in encouraging retention of existing staff.'

The campaign was launched today with a photocall in central London featuring representatives from over 70 NHS careers posing with a 'tool of their trade'. For example, a porter posed with a wheelchair, a doctor with a stethoscope and a music therapist with a violin.

BMA (British Medical Association) chairman Mr James Johnson said:

'More doctors and nurses mean a better service for patients and I hope this campaign gets people interested in careers in the NHS. Together with measures to encourage staff to stay in the NHS, recruitment drives are essential if we are to boost the medical workforce.'

Beverly Malone, General Secretary of the RCN (Royal College of Nursing), said:

"We very much support government efforts to bring more people into nursing. An imaginative and compelling campaign, which shows what you achieve as a member of the health care team, is a powerful recruitment tool. Equally important is keeping hold of those newcomers. The NHS commitment to working in partnership to improve careers, pay and flexible working options is vital if we are to grow and retain our own nursing workforce."

'Steps'

The new television advertisement, 'Steps', continues the theme of 'Join the team and make a difference'. Created by advertising agency Leo Burnett, who were responsible for the award-winning 'Smile' NHS Careers campaign, it tells the story of a young man who is diagnosed with epilepsy, having had a drop attack on a flight of steps at a busy station.

The film captures the dramatic fall in slow-motion as we hear the sounds and voices which tell the story of his journey through the NHS.

The jobs featured in the advertisement include those found in a GP surgery including the GP, receptionist and practice nurse, a phlebotomist, cardiographer, radiographer, neurophysicist, consultant, epilepsy nurse specialist, and occupational therapist.

Many of the voices heard are those of actual NHS staff who fulfil these roles, although for obvious reasons, the part of the young man is played by a stunt man.

NHS Careers: (UK) 0845 60 60 655

Notes to editor

1.
The new television advertisement will run for six weeks, and is aimed at recruiting into all careers within the NHS, communicating the overall theme of 'Join the team and make a difference'. The new display press ads have several executions, each designed to recruit for a specific career within NHS teams, starting with a print version of 'Steps', and two new ads aimed directly at midwives and radiographers. Additional ads will be introduced over the coming months focusing on healthcare scientists, mental health professionals and healthcare assistants. In addition, 'small space' ads will communicate individual benefits of a career in the NHS, such as flexible working.

2.
PDF, jpeg and mpeg files are available to view via the NHS Careers website. For print or broadcast quality copies, please see below.

3.
For further editorial information, NHS staff testimonials and interviews, or copies of the launch photograph, please contact Beverley Bailey on 0208 870 4301 or email bev.bailey@uk.com.

Media enquiries ONLY to:

Contact
Vicky MacCallum
Phone
Press Officer
020 7210 5281

NHS Careers:
http://www.dh.gov.uk/ExternalLink?EXTERNAL_LINK=http%3A//www.nhs.uk/careers

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