The Gift

Advertising Strategy to Support NHS Charities Together

With the attention and spend of the British public usually captured by big brands over the Christmas period, NHS Charities Together wanted to reignite the huge swelling of support that NHS workers had felt earlier in the year.

Eight months into us all living and experiencing Covid-19, the public narrative was beginning to sway away from the relentless hard-work of the NHS staff, focusing instead on the Government’s handling of the pandemic. We wanted to use the Christmas season as an opportunity to remind people of those who have given everything to save others.

The 90” hero film we created beautifully captures the selfless work of NHS staff. The story follows an elderly man in hospital as he is nursed back to health by NHS nurses and doctors, allowing him to make a full recovery just in time for Christmas. When the big day arrives our hero nurse receives a special ‘thank you’ present as she realises who her patient really was…

With the attention and spend of the British public usually captured by big brands over the Christmas period, NHS Charities Together wanted to reignite the huge swelling of support that NHS workers had felt earlier in the year.

Eight months into us all living and experiencing Covid-19, the public narrative was beginning to sway away from the relentless hard-work of the NHS staff, focusing instead on the Government’s handling of the pandemic. We wanted to use the Christmas season as an opportunity to remind people of those who have given everything to save others.

The 90” hero film we created beautifully captures the selfless work of NHS staff. The story follows an elderly man in hospital as he is nursed back to health by NHS nurses and doctors, allowing him to make a full recovery just in time for Christmas. When the big day arrives our hero nurse receives a special ‘thank you’ present as she realises who her patient really was…

Inspired by the true spirit of Christmas, the gift of giving, we wanted to remind people that it has been the NHS staff who have shown the nation what giving really means. We asked people to give back this year by buying presents that support the NHS through NHS Charities Together.

We partnered with major brands such as Starbucks, Marmite, Kindred and Batiste, to help raise more vital funds for the NHS Charities Together Covid Appeal which will be distributed to NHS charities across the UK.

Real NHS professionals were invited to star in the film, as well as advise on aspects of the script.

The timeframe from our original idea to final production was just 4 weeks and the final film was shot via remote Zoom.

British singer songwriter, Birdy, recorded an exclusive version of her 2011 track ‘People help the people’ especially for the campaign. The song was performed and recorded acoustically on her piano at home during lockdown.

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