#SBWAgencyLife in May
We kicked off May with something new, launching the Good Stuff Exchange and hosting our first webinar. Add in a mix of campaigns going live and time spent with partners and clients, and it’s been a busy one. Here’s what we’ve been up to.
Celebrating International
Nurses Day
We celebrated International Nurses Day with the launch of a new talent attraction film for Gloucestershire Hospitals NHS Foundation Trust. The film captures the incredible dedication and compassion that goes into being a nurse.
A big thank you to our friends over at OnPar Productions for helping bring a brilliant concept to life.
And to nurses everywhere – thank you 💙.
📢 Our Good Stuff Exchange goes live!
A bit of a milestone for us this month… the launch of Good Stuff Exchange and our first ever webinar!
We took on a challenge we hear all the time: how to create recruitment film that really works… without big budgets.
No fluff, just real insight from real work, including our Gloucestershire Hospitals NHS Foundation Trust midwifery campaign, which managed to go up against big private-sector brands with much larger budgets (and win both the RAD and Marketing Recruitment Awards 👀).
Hosted by our MD, Leticia, we were joined by Sam, Film Creative Director at OnPar alongside our own Lauren (Art Director & Studio Manager) and Richard (Head of Client Services). Between us, we covered what really works, and what doesn’t, when creating and running recruitment campaigns with limited time and budget.
If you missed it, you can catch the the highlights and five key practical takeaways 🎙️ here.
A lovely afternoon hosted by ThinkBox
This month we got to hear the latest thinking on TV from Thinkbox, alongside ITV, Channel 4 and Sky.
One stat really stuck: in 2025, TV (mass and addressable) still accounts for 70% of all video viewing, with YouTube and TikTok making up most of the rest. Even among 16–34s, TV ad viewing time is higher than YouTube and TikTok combined. It’s a good reminder that TV still plays a unique role. It builds trust, creates shared cultural moments, and delivers that repeat exposure that sticks.
Social channels bring a different strength (faster feedback, sharper spikes) but with quicker drop-off.
The real opportunity, especially for behaviour change campaigns, is in combining both.
With more precise targeting than ever, we can tailor campaigns for impact, but the best ones don’t rely on a single execution. Rotating two or three complementary ads, or building a simple narrative across versions, helps keep things fresh while reinforcing the message over time.
A really useful session, and always good to catch up with other agencies too. Thanks for having us, Thinkbox!
Tackling Diabetes Together
Our latest campaign with Public Health Wales is now live across out-of-home (OOH) and radio.
Tackling Diabetes Together focus is on something really important, helping reduce inequalities in Type 2 diabetes support, and making it easier for people to take that first step and check their risk.
This one’s been a proper team effort:
- media planning and buying
- creative concept development and rollout across a wide range of on- and offline formats
- message testing
To make sure the campaign really landed, we tested a range of potential messages through a YouGov rapid message test. We landed on one clear message that cut through, which now sits at the heart of the campaign.
From there, we worked with Merger Media to bring it to life on radio too, in both English and Welsh, striking that balance between informative and reassuring.
The campaign is live across Wales now, running alongside key awareness weeks to help it land when it matters most. You can hear it on Heart South Wales and other local stations and spot it when out and about too. Keep an eye (and ear) out!
Three Years of Lauren 🎉
We’re celebrating Lauren hitting the three-year mark at SBW this month.
As our Art Director and Studio Manager, she plays a pivotal role in shaping not only the work we produce, but the way we work together. She keeps the studio running seamlessly, balancing creativity and organisation with an effortless calm that the whole team relies on.
She brings a calm, thoughtful approach (which, in agency life, is no small thing) and a creative eye that lifts everything she touches.
When we asked her to sum up the last three years, she said:
“I’ve loved the opportunity to work on large-scale, meaningful campaigns.”
Which feels pretty spot on.
Thanks for everything, Lauren, we’re very lucky to have you 💛.
