An eye opening recruitment campaign that celebrates real heroes


Cygnet cares for thousands of people every day. To continue to provide excellent care, they desperately needed to hire more nurses. In fact, they needed to double the amount of job offers they made each month. And they needed to do it with bolder recruitment marketing.


Our research into Cygnet’s audience took us into their hospitals – where we got to understand what motivates and inspires mental health nurses. With this knowledge, we created a series of campaigns that went to the heart of what the vocation means. The most notable of these was the ‘I care for lives’ campaign.


The ‘I care for lives’ campaign went viral across the world. It started a discussion on the purpose of mental health professionals. And it won an industry award. The number of job applications to Cygnet doubled – from 300 to 600 a month.

Initial sketches

The aim of the sketches is to quickly explore different ideas so that we can filter which ones connect the most.

Social Media Reach

We pushed the campaign across socials such as Facebook, Instagram, LinkedIn and managed to reach an international audience, sparking thoughtful conversations.

The Connection

Applications per month - up from 300
increase in social engagement
decrease in ad spend due to the creative going viral