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Bupa ad campaign lands national awards
2 October 2006
Two recruitment campaigns, run by Bupa Care Homes, have won national recognition.
Bupa achieved the double success at the 2006 Recruitment Business Awards, the UK’s leading recruitment industry awards.
Bupa Care Homes was judged winner in a category for best outdoor campaign for a drive to attract nurses in Liverpool and Manchester. The campaign involved roadside posters centred around the word "nurse". One or more letters in the word were picked out in a different colour, linking to a message below - such as "UR extremely important" and "U count too". Ads were also run in local papers in Liverpool and Manchester and national nursing publications. It resulted in 124 job applications from nurses and several people being recruited to homes in the North West.
The second award was for the best internal campaign by a company. This initiative recognised Bupa Care Homes' Refer A Friend scheme, which encouraged existing employees to recommend people as potential recruits. A staff member could then earn £150 if the person they recommended was taken on and remained with the business for three months.
The initiative was promoted through a mirror effect advert which says "if only there were more like you", which was displayed in care homes and led to 520 people being recruited by Bupa over a 12 month period.
Lucy Brewer, recruitment manager, Bupa’s Care Homes, said: "This is reward for our innovative thinking in helping to meet the recruitment needs of the business. The campaign in Liverpool and Manchester not only helped to meet our immediate recruitment needs but raised awareness among nurses that care homes offer an attractive career opportunity for them."
The winning campaigns were developed by Bupa Care Homes' advertising agency TCS.
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