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Background
Each year City University has to achieve set recruitment targets. Origin ID was commissioned to target 18-30 year olds to consider a career in nursing and to recruit them to train at City University.
Result
An attention grabbing headline was developed, which plays on the audience’s natural curiousity to read on. Specially shot, reportage-style photography supported the theme. Copy was written to highlight the key rewards of nursing and to counteract any outdated perceptions. Carefully selected out of home advertising, national press and a campaign microsite maximised exposure and ensured recruitment targets were met.
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