Campaign Media Awards 2020: The CRM & Media Award

Campaign Media Awards 2020: The CRM & Media Award

Mediahub for NHS and Mumsnet

With the NHS facing a 40,000+ nursing vacancy crisis, it needed to convince an audience it had not spoken to before; lapsed nurses, to return to practice.

Qualitative research uncovered the barriers to this untapped opportunity. Mediahub found that aside from practical concerns like childcare and course logistics, what nurses most feared was not being able to do the job again. Mediahub and the NHS needed a dual approach, re-invigorating its audience through a trusted media partner, Mumsnet, and hand holding them through to application via a CRM programme.

It created inspirational films to help reignite the audience’s love for nursing, and then followed up with emotive CRM reminders to nudge them through to application. The response was unprecedented. In the first day the drive made national news and gained £2m in earned media value. By day two engagement metrics had doubled and outperformed CRM benchmarks. But most crucially, the campaign saved the NHS more than £500,000 in recruitment costs, money that can now be spent in other vital areas.

The judges said: “A highlight of all the entries I've read so far - low budget, smart activation, and great results.”

Essence for EE
Mediahub for NHS and UCAS
Zenith for NatWest