Here for Life

Despite the pandemic boosting the profile of nurses and midwives, public awareness of their expertise and competence remained low. Our challenge was to help the general public, leadership within healthcare and governing bodies change their understanding of these specialisms. Aiming to ultimately create a societal behaviour change.

We wanted to show that nurses and midwives are #HereForLife, from the beginning to the end, while challenging deep-rooted stereotypes of these roles. In collaboration with the Chief Nursing Officers of the UK and Ireland, we identified seven nursing and midwifery candidates who represented a broad range of roles across the professions.

The images, video and audio captured were used to create a rich suite of content across advertising, social media, website, video and podcasts.

Launched on International Nurse Day 2022, the campaign was highly successful, with almost 90% of people admitting there was more to nursing and midwifery than they thought.

Here for Life went on to win the 2023 PM Society Digital Gold award for Healthcare Charities, Patient Associations & The NHS.