"Neonatal Nurses"

25 June 2022

90s

Telling it how it is.

The frankness of this recruitment film for the NHS is astounding. Rather than sugarcoat the experience of being a neonatal nurse, this film confronts the viewer with the immensely challenging reality of the role. By doing so, it must usefully filter out those with a more romantic notion of caring for premature babies.

The piece is largely made up of photographs, carefully curated by director Imogen Harrison. These, together with a kindly voice-over from Lennie James, tell a story of a working environment so difficult that most of us probably couldn't cope. While this approach may mean fewer applications, they seem likely to be submitted by those made of the right stuff... and, in our opinion, that makes this a very clever piece of advertising indeed.

UK

Health Services