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Case Study: NHS “We Want You” – Inspiring the Future Health and Care Workforce

Overview

The “We Want You” campaign, led by Charlie, is a trailblazing careers engagement programme designed to tackle workforce shortages by inspiring young people aged 11–18 to explore roles in the wider health and care system.

Rooted in the ambitions of the NHS Long Term Workforce Plan (2023) and One Gloucestershire ICS Strategy, the campaign was a youth-led, insight-driven response to the lack of awareness and visibility around NHS and care careers beyond frontline clinical roles.

Key Achievements

30,000+ students engaged through face-to-face or virtual sessions across local secondary schools and colleges
One of the most attended webinars during the NHS Virtual Work Experience Fair – Top 3 out of 40 and the highest average view time
Engaged 100+ young people in the co-design process, including drama students, apprentices, and T-Level learners
Achieved 30,000+ impressions across Snapchat and Instagram in just 12 weeks during social media rollout
Delivered context-led careers awareness tied into PSHE and curriculum goals, aligned to Gatsby Benchmarks
Shared nationally via NHS Employers and HALN as a best-in-class youth outreach model

Project Highlights

Co-Produced Video Campaign

Charlie led a team to develop a powerful recruitment film co-created with local drama students and real NHS staff. The video communicated a simple but empowering message:
“Whatever your skills, there’s a career for you in health and care.”
📹 Watch the video

This was amplified across social media, NHS England networks, and education platforms.

Targeted Social Media Campaigns

Using audience insight, we created an agile digital strategy with tailored content including:

Real staff testimonials
Career explainer reels
Animated role spotlights
Carousel guides on entry pathways

These campaigns were timed around GCSE options, college open days, and National Careers Week, reaching thousands of young people and their influencers (teachers, parents, and carers).

Impact & Outcomes

Increased visibility of hidden NHS and care roles—especially digital, estates, admin, social work, and mental health
Sparked interest in new routes: T-Levels, apprenticeships, and degree pathways

Contributed to diverse talent pipeline development, targeting underrepresented and vulnerable groups
Inspired ICSs nationally to replicate elements of the model

"The We Want You campaign is a fantastic example of creative outreach with impact — youth-led, employer-supported, and nationally recognised."
– NHS Employers

Case study:

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