Dorset Healthcare approached Fireworx before Christmas in 2016. There is a shortage of trained medical staff on the South Coast, so the plan was to attract London-based workers to re-locate. Our secret weapon? The beauty of Dorset!
As it turned out, the hardest part of the challenge was convincing London Underground to accept ads that promoted the benefits of Dorset over the “Big Smoke”. (Face Palm Emoji)
As the marketing agency appointed to develop the creative and digital aspects of the campaign, our objective was to develop a compelling and relevant creative content that would appeal directly to their target audiences: nurses in the London area, and potential employees already living in Dorset.
Research suggested that a focus on career paths was one of the most compelling angles for these audiences, and would help differentiate the Trust from others who were competing for the same employees.
We looked to build a campaign creative that was simple to digest and visually engaging, focused on nurses but depicting the unique selling points of working in Dorset.
To develop this creative approach, we ran a workshop with the Dorset HealthCare team to explore the motivations for people to work in the NHS and why people would relocate from London to Dorset. We concluded that the core values are the same wherever you work for the NHS, but the location is a unique offering. This gave us a foundation upon which to build the creative content.
We focused on the lifestyle differences by contrasting the negative aspects of the commute in London, versus the beautiful and vibrant Dorset surroundings. We created visually striking imagery using real nurses in their uniforms in two contrasting settings, asking the question: ‘Why not leave all this behind… and become a nurse in Dorset?’
The second part of the campaign focused on the variety of jobs available. The challenge was to overcome the perception that all the positions were nursing. Our approach here was to showcase the huge variety of jobs and career progression using authentic voices of real Dorset Healthcare employees.
All was going swimmingly until Transport for London decided the campaign cast our capital too villainously, causing a tense few days. A few tweaks secured approval, similar to the usual Clearcast wranglings you’ll be familiar with if you’ve ever tried to get a TV ad cleared to air!
- Over 21,000 unique visitors of the microsite, with over 20% proceeding to view Trust job vacancies
- Over 17 pieces of unique, earned regional and national media coverage including Sky News and the BBC
- Job applications increased by over 100% on the same period in 2016
- A TV production company has expressed interest in developing a primetime documentary service about Dorset HealthCare
“We have been really pleased with the work from the team at Fireworx. It’s been very successful campaign and has generated more than double the number of applicants compared to last year. We’re particularly pleased with the national TV coverage from broadcasters like Sky News and TV companies wanting to feature us. Overall it has been fantastic.”