In 2018, when this paper begins, NHS England faced negative publicity, and a staffing crisis, with one in 10 nurses leaving every year and 34,000 unfilled vacancies. Communications needed to increase recruitment, encourage ex-nurses to return, and improve staff retention and career perceptions of the NHS. Over two years, emotive ‘We are the NHS’ and ‘We are Nurses’ creative ran on TV, radio, social and outdoor among other channels. CRM recruited A-level teenagers and potential career switchers. Research showed NHS staff satisfaction rose and applications rose after media activity. It is estimated communications drove 10,000-14,000 extra applicants and reduced cost per applicant.