Raw LDN

Changing perceptions of a career in general practice

Health Education EnglandOne career, endless opportunities. #ChooseGP

This campaign highlights the often surprising and unique benefits of a career as a GP. It speaks to doctors who are deciding their career options and aims to address some of the negative perceptions surrounding general practice. 

Using a core campaign proposition that reflects insight from practicing GPs, we designed a long-term social media strategy that appeals to doctors looking for a challenging, rewarding and flexible career path.

500,000+ video views
900,000+ social media reach
75,000+ website visits
+48% social audience growth

Flagship hero films, over 20 insightful interviews, FAQ and case study animations, as well as hundreds of social assets work together to inspire and inform doctors as they make their decision about whether to choose or switch to GP training.

Using in-depth feedback and data, we continually evolve and iterate the content of each recruitment round. We partnered with research agency, HumanKind, to gain an even deeper understanding into perceptions of GP and key drivers. We explored audience channels and influences, identifying a clear decision journey and communication opportunities. This insight now underpins the overarching communications strategy for 2020/21 and beyond.

We exceeded ambitious government targets by 7% in 2018 and 9% in 2019, contributing to the highest number of successful GP training applications ever. 

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