Creative agency 2050 London has worked with the NHS’ Thames Valley & Wessex and Kent Surrey Sussex neonatal Operational Delivery Networks (ODN) on a new campaign to launch an NHS recruitment drive for neonatal care professionals.
Spearheaded by a 90-second spot narrated by BAFTA-award winning actor Lennie James, the campaign will focus on the unique skillset required to succeed in the profession and what is needed to cope with its extensive pressures.
The spot also highlights the vital importance of the job, and the immensely rewarding moments it can give neonatal nurses as they help fledgling parents care for their babies.
Having launched yesterday, the ad will be rolled out across the NHS network, and will be featured across digital and social media in the UK.
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“This is a lifesaving department that cares for babies in the delicate first moments of their lives,” 2050 London executive creative director, Matt Saunby said.
“But being a neonatal nurse is no easy option. Every day you are making huge life or death decisions about tiny human beings in the first stages of their lives. We wanted to tell this truth in a truly inspiring and motivating way.’’
ODN lead nurse workforce and education strategy lead, Kim Edwards added: “One in 13 babies will be born needing Neonatal specialist care and it can take around 10 members of a team to care for one neonate (consultant, doctor, nurse, therapists, Clinical Psychologists etc.)
“At the core of the team are a set of multi-talented, highly educated and trained nurses. Yet we don’t currently attract our fair share of talent from within the NHS and beyond.
She concluded: “Our campaign aims to change this by showing those who relish working in acute care settings that neonatal nursing is the place to work and develop a career pathway.”
