The challenge

We generated 2000 leads and 29 online enquires in just two weeks

The West Yorkshire unit of the Local Workforce Action Board (LWAB) were looking to raise awareness of their Operating Department Practitioner (ODP) role and encourage more trainees to enter into the profession.

The solution

A video led campaign. Here’s how we got there:

Step 1: Knowledge sharing session between our team and the Local Workforce Action Board – a group of stakeholders including Huddersfield University, Harrogate and District NHS and Leeds Teaching Hospitals. 

Step 2: Development of branding and content. We created a video rich campaign focusing on the unique and underrepresented nature of the ODP role. Our creative approach included the straplines ‘The Most Rewarding Role You’ve Probably Never Heard Of’ and ‘The Heroes of Theatre’.

Operating Department Practitioners | West Yorkshire

Step 3: The brand identities were presented to focus groups from schools and colleges in the region to gain valuable feedback.

Step 4: A video shoot was arranged to take place at Harrogate and District Hospitals.

Why video?

They give viewers a real sense of the role they could begin working towards. 

Our video message was truly brought to life with the real stories of hospital staff, who shed a light on the rewarding and challenging role of an ODP.

A pilot social media campaign featuring the live action video was then rolled out to local school leavers aged 16 – 20, who were deemed to be more inclined towards a career in healthcare. Viewers were given a clear call to action, encouraging them to contact the University of Huddersfield to find out more about study opportunities available.

Due to the success of this campaign, we’re working on follow-up ODP campaigns to engage with a number of different audiences. 

Operating Department Practitioners | West Yorkshire

The digital recruitment campaign was made up of:

Operating Department Practitioners | West Yorkshire

Employer Branding

Development of branding and content. Our creative approach included the straplines ‘The Most Rewarding Role You’ve Probably Never Heard Of’ and ‘The Heroes of Theatre’

More about this service
Nicola

Nicola Birrell
Creative Lead
Creative Lead

Operating Department Practitioners | West Yorkshire

Social Media

We created a video rich campaign focusing on the unique and underrepresented nature of the ODP role.

More about this service
JustR Circular Headshots Lucy

Lucy Burns
Digital Account Manager
Campaign Management

The Results:

66,930

People reached in a two week period

29

People registered to find out more

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