NHS Health Education England required an attention-grabbing campaign to encourage 16-18 year olds to consider a career in nursing and to illiminate the negative steriotype attached to it.

Research conducted showed that many people aren’t aware of many of the positives of a nursing degree and career – so #knowaboutnursing was developed as the creative platform.

Given the age of the target audience the campaign was social-led with a paid approach implemented across Facebook, Instagram and Twitter.

The campaign reflected diversity with campaign ambassadors from all walks of life.

There were two objectives for this campaign.

The first was to raise awareness of the right to choose where to give birth. The second was to encourage more women and their partners to use CQC reports when researching their options.

The campaign was executed through traditional media activity which included developing a press release based on consumer research demonstating that women spent more time decorating their nursary than choosing a birth hospital and making a birth plan.

10 relevant ‘mummy bloggers’ wrote a blog on their own personal experiences of maternity services and used information from the campaign press release and assets.

The campaign also encouraged social media and stakeholder engagement using #YourBirthPlan.