A TV and Print campaign to challenge the widely held belief that nurses are little more than doctors’ handmaidens.

If you want to become a nurse, you need to know just what it takes to become one.

CD: Alex Taylor/Adam Kean, AD: John Messum, CW: Mike McKenna, Saatchi & Saatchi

A follow up TV and print campaign 2 years later aimed to recruit British nurses who had left the NHS to have children and never returned, reminding them why they had joined the service in the first place. The result – an unexpected 55,000 responses.

ECD: Dave Droga, AD: John Messum, CW: Ian Gabbaldoni, Saatchi & Saatchi