The NHS needed to recruit the next generation of midwives. Traditional campaigns weren’t landing – they felt too polished and too far removed from the reality of the profession.
Our research showed that 72% of young audiences are more likely to engage with content that feels personal and authentic, while only 38% trust messaging from traditional institutions. So, instead of staging a glossy campaign, we chose honesty.
Our Approach
We filmed real midwifery students during childbirth training, capturing the intensity, compassion, and teamwork that define the role. No actors. No scripts. Just truth.
Why It Worked
Built trust by showing reality, not sugar-coating it.
Reassured candidates about purpose and progression.
Reflected NHS values of care, compassion, and resilience.
The Result
The campaign struck an emotional chord with both staff and applicants.
Quality applications rose by 50%, digital engagement reached 472,000 impressions, and vacancy rates dropped from 13.77% to 4.97%, leaving the trust fully staffed by April 2025.
The film went on to win Best Film at the 2025 Recruitment Marketing Awards and continues to be shared nationally as a benchmark for authentic recruitment storytelling.
