UHNM NHS Trust
Celebrating #NurseAppreciationWeek: A Look Back at a Powerful Campaign
NHS – Recruitment Campaign – Digital Distribution
As we celebrate this year’s #NurseAppreciationWeek, we at Tinker Taylor are taking a moment to revisit one of our most impactful campaigns from the archives. “A New Kind of Trust,” created for the University Hospital of North Midlands (UHNM) NHS Trust, remains a standout example of how video content can transform recruitment and engagement strategies.
The Challenge – #ANewKindOfTrust
Our Approach
We embraced the challenge with enthusiasm and a commitment to authenticity. By going beyond conventional filming techniques, we captured the lives of NHS staff both at work and at home, bringing out the stories of real people behind the care. Liz Riz, Chief Nurse at UHNM, noted, “Every time I’ve seen the film, it’s been really emotional because it just shows the kind of care and commitment that our staff have got in a way that we’ve never been able to express before.”
The Impact
The campaign exceeded all expectations, generating significant excitement and pride among staff and the community. It has not only increased job applications but has also provided a valuable tool for community and educational outreach. Liz Riz shared, “It’s been amazing and it’s just the beginning of something new for us. This campaign has helped us reduce our reliance on temporary staff and increase our recruitment and retention.”