‘We Are the NHS’ wins Most Effective Use of Data at The Drum Marketing Awards
8th June 2020

Winners of The Drum Marketing Awards 2020 have been announced and we’re pleased to share MullenLowe Group UK took home four awards.

The ‘We Are Nurses’ campaign for NHS England took home the coveted Grand Prix and was announced as the Winner in Most Effective Use of Data & Insight.

Despite having achieved great success with our 2018 ‘We are the NHS’ campaign for NHS England, economic uncertainty from Brexit in early 2019 led to a cut in budget from the Treasury – despite the dire need for a pipeline of nurses into the NHS.

This meant we had to outsmart, not outspend. We used data and insight acquired from a comprehensive quantitative and qualitative research study which informed audiences and consumer journeys that informed all strategy and communication in 2018.

The results not only surpassed targets, they beat all metrics year-on-year despite the decrease in media budget.

Juror’s thoughts: ““NHS England, We Are Nurses, We are the NHS, is worthy of the Grand Prix because it has it all – the right mix of: strategic thinking, innovation, effectiveness, and tangible results. Their insights uncovered a motivational truth beyond expectations, which led to a new creative strategy, a smarter spend strategy, and a connected consumer journey. All of which led to results that outperformed targets and more importantly increased applications to become a nurse year-on-year.”

Tony Miller, marketing director/chief marketing officer, WW

MullenLowe Group UK’s ‘We Are Returning Nurses’ campaign, also for the NHS, was announced as the Winner in the Digital category, and received a Highly Commended in Public Sector. 

The NHS is facing immediate crisis. More nurses are leaving than joining, resulting in 40,000+ vacancies. Training takes years and recruitment costs billions. We helped ex-nurses get back to what they love, supporting them through application with innovative partnerships and personalised support. We reached national news, resulting in an ROI 10x greater than before, and re-setting the NHS’ recruitment strategy.

For a full rundown of the winners, visit The Drum Marketing Awards website.

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