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by Portland for Royal College of Paediatric and Child Health (RCPCH)

Summary of work

Recruitment into, and retention within, the NHS workforce is a significant and pressing challenge facing the UK health system. Medical students choosing to specialise in paediatrics fell by nearly 10% between 2016 and 2018. In 2017, The Royal College of Paediatrics and Child Health (RCPCH) was forced to run a second recruitment round for paediatric training, marking a first time for the College.

The RCPCH challenged Portland to devise a communications campaign that both encouraged medical students to apply to, and experienced paediatricians to continue in, the profession.

Portland developed a digital, national campaign showcasing an authentic insight into the life of a paediatrician. Alongside this, dedicated content was produced aimed at experienced paediatricians, recognising their fundamental role in inspiring the next generation of doctors.

Based on this research Portland developed a series of emotive videos which flipped the interview approach: paediatricians were interviewed by children. Audience targeting ensured the digital launch succeeded in reaching critical audiences.

A month into the campaign, videos had been viewed more than 500,000 times with impressions of more than 1.7 million, with practising paediatricians saying the campaign achieved “…a hugely innovative spotlight to shine on an enormously important issue in the UK”.

Judges' comments

#ChoosePaediatrics focused on highlighting the rewards of working in paediatrics, and set out to deliver clear objectives, with a creative campaign aimed at a well targeted audience, which is one we rarely see in a Communiqué entry. The results were impressive and well measured.


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#ChoosePaediatrics - by Portland for Royal College of Paediatric and Child Health (RCPCH)

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Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Behind the Judging: An exclusive insight into all the major healthcare awards

Behind the Judging: Communiqué Awards
Find out what co-the chair of judges Annabelle Sandeman, senior judge Neil Flash and previous award winner Jan Steele have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.