To coincide with the 70th anniversary of the NHS, a new campaign launched focusing on the retention and recruitment of the next generation of nurses. The campaign line, ‘We Are The NHS’, was designed to be a rousing call to arms. A line written to encapsulate the pride so many of us in Britain feel about the organisation.

‘We Are the NHS’ first aired during England’s World Cup game with Columbia, which was watched by over 24 million people. The film shows real people and real moments from all walks of nursing life: mental health nurses, learning disability nurses, district and hospital based. Shot on location in working hospitals in Margate and Ashford, the film even includes footage of a live birth – a first for a TV commercial.