The Royal College of Paediatrics and Child Health (RCPCH) approached Lumière with a monumental task – to create a recruitment video that would be a game-changer in the medical field, inspiring physicians to switch to paediatrics. With a significant shortage of paediatricians in the UK, the video needed to have a vibrant impact and shine a light on the joy and fulfilment of working with children.
Lumière knew they needed to create a video that would capture the hearts of doctors who had already chosen a different field of medicine. So, they went beyond just interviewing and meeting with paediatricians, and brought the children themselves into the spotlight. By doing so, they injected humour and warmth into the videos, replicating the emotions one would expect to feel when working in this field.
The campaign was a massive success! RCPCH reported a significant increase in practising physicians who were now interested in pursuing or switching to a career in paediatrics. Moreover, the video was used to promote this career path to future doctors who were just starting their studies in medicine, avoiding a future shortage of paediatricians.
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