A compassion-centred campaign that distinguished CHCP in a competitive healthcare market

City Health Care Partnership (CHCP) needed more than just a recruitment campaign; they needed a way to stand out in a crowded healthcare market. We responded with empathy-driven messaging and compelling visuals to create the Passionate About People campaign, focussing on three pillars: patient care, recruitment, and brand building.

The campaign featured authentic stories from CHCP’s staff and patients, from Sue, who rose from cleaner to Associate Practitioner, to Beryl, who knows her community nurse will always bring her tea just the way she likes it.

These personal stories, backed by impressive patient survey results, painted a picture of an organisation that puts people first—whether those people are patients or staff. The result was a standout recruitment and brand perception campaign, building CHCP’s reputation as a place where care and job satisfaction go hand in hand.

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