King's College London

Student Recruitment Campaign

We’ve just created a bold and engaging student recruitment campaign for the Florence Nightingale School of Nursing & Midwifery at King’s College London. Targeting both undergraduate and postgraduate audiences, our objectives were to increase not only the number of applications but also the quality of applications, thus positioning King’s as the top choice for nursing in the country.

Aiming to set King's apart from the crowd, we reviewed previous activity and competitor campaigns to help us develop a media strategy and creative concept with real impact. The result is a bold campaign that uses highly emotive copy and imagery, getting to the heart of what it takes, and means, to be a King's Nurse or Midwife.

The campaign running in print and online, resonated perfectly with our specific target audiences. 

For the first time ever, the School avoided going into clearing due to an increase of 19% in undergraduate applications and a massive 1,195% in postgraduate applications. And this despite an increase in student fees.

An amazing feat, which also resulted in a DBA Design Effectiveness Award.