Content Digital Marketing

The Brief

Health workers in general, and mental health workers in particular, are becoming harder to find and recruit. We were tasked with changing the way people think about working in public mental health, and destigmatising working in the sector. Via targeted channels, we focused on nurses, psychiatrists, allied health and lived-experience workers.


To help shift perceptions and behaviour, we developed a platform with two benefits: improving mental health outcomes, and rewarding job opportunities. This recruitment campaign required its own brand identity, integrated suite of digital, social, print and radio assets, plus bespoke photography – all created and launched during the pandemic!