2022 Gold Charity
07 Dec 2022
Agency: OLIVER
Client: Noah's Ark Children's Hospice
Campaign Name: Noah's Ark Nurse Recruitment
Campaign Overview
Noah's Ark, a children's hospice in North London, cares for seriously unwell children. It urgently needed to double its team by hiring paediatric nurses - during a nationwide staff shortage.
Strategy
Insight showed nurses go into the profession because they want to care for people, but hospitals today are simply too busy and hectic. They find themselves running from bed to bed, and from ward to ward.
At Noah's Ark, nurses are given time to spend with the children: to form real connections with them. They're encouraged to play with the kids in their care, something that would be difficult to do in other institutions.
Noah's Ark describes itself as a place of laughter and joy, helping ‘children who are seriously unwell make the most of every day’
Creativity
The team created a series of print and out of home ads - strategically placed in the hospice's neighbourhood - that represented the children's voices. They wanted professional nurses, but also people who would be fun to be with.
A charming illustration style brought the approach to life. Recruitment ads in the health and care sector can look homogenous: sincere images of brave patients being looked after by dedicated carers.
The tone of voice was distinct from everything else in the category. Instead of being serious and solemn, executions were playful and inviting.
Results
Seven nurses, more than the target five, were hired as a result of the campaign, with more booked for interview. There were 100 call-back requests from prospective applicants. Website traffic was up 105%.
The team consistently saw great results across social, with CTR 2.5 times higher than the industry benchmark. The campaign has also been seen by key healthcare professionals, further extending the awareness of the services.
The Team
OLIVER - Rod Sobral, Global Chief Creative Officer - Rob Kavanagh, Executive Creative Director - Nigel Webb, Creative Director & Head of Copy - Kevin Bratley, Creative Director - Suzanne Partridge, Managing Partner - Katie Craig, Strategy Director - Kate Wilson, Senior Project Manager - Richard Baldwin, Studio Manager