We were approached by Welsh Government to help address the shortage of GPs and doctors working in Wales. To support a new financial incentive scheme for attracting GP’s to specific areas of Wales, we devised a media campaign that would encourage medical professionals at various stages of their careers to consider Wales as a great place to train, work and live.

We developed creative artwork that communicated the duality of life and work in Wales, and delivered this via print, digital and social media – all targeted to key audience members in the UK and overseas; this included doctors and GPs at all levels, both at home and overseas.

Early feedback on the campaign was overwhelmingly positive, with Welsh Government reporting 288 new enquiries at the Annual BMJ Conference where our creative artwork featured heavily. In June 2017, it was announced that 91% of the 136 available family doctor training places in NHS Wales had been filled, compared to 75% at the same stage last year. Wales’ Health Secretary Vaughan Gething said the “train, work, live” campaign, as well as financial incentives and a culture of cooperation in Wales between government and the profession had all combined to increase recruitment. The results made news headlines, and featured on ITV Wales and BBC Wales, among others.

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