A campaign to attract and inspire midwives.

Working with Gloucestershire Hospitals NHS Foundation Trust, we set out to tackle the challenge of midwife recruitment and retention with a campaign that would cut through the noise and strike a chord with potential candidates.

Our film was the winner of two major national awards, the RAD Awards 2026 and Recruitment Marketing Awards 2025.

NHS recruitment is more competitive than ever, so we needed to position the Trust as the employer of choice by uncovering what truly sets them apart:

• Real career progression across community teams, birth units, and delivery suites
• A structured Preceptorship Programme for newly qualified midwives
• Dedicated support through Professional Midwifery Advocates and Legacy Mentors
• A strong focus on wellbeing and work-life balance, with the lifestyle appeal of the Cotswolds

At the heart of the campaign was our film, A New Life Starts Today, a phrase with double meaning: marking the arrival of every new baby and the fresh start midwives experience when they join this extraordinary team.

• Authenticity: real midwives, real settings
• Emotional connection: quiet reassurances, shared joy, and calm strength
• Digital precision: targeted Google Ads, Facebook, and Instagram campaigns reaching student and experienced midwives across the UK

We immersed viewers in the life-changing moments that define midwifery:

• Sound design: a heartbeat sets the pace
• Voiceover: a spoken-word poem captured passion and purpose
• Visual style: natural camera movement and golden-hour lighting for warmth and intimacy

The campaign ran across social media, YouTube, and the Trust’s website, and was shared internally to boost staff pride.

• 50% increase in strong midwifery applications
• 2,000+ social engagements
• 1,074 YouTube views
• Positive internal feedback and renewed staff pride

More than a recruitment tool, A New Life Starts Today became a celebration of midwifery and a testament to GHFT’s commitment to its people and community.