Royal College of Paediatrics and Child Health: #ChoosePaediatrics Recruitment Campaign

A still from the video '#ChoosePaediatrics- Three young people ask paediatricians what got them into this specialty'. Click to watch the campaign. Image credit: RCPCH.

The Ask

The Royal College of Paediatrics and Child Health commissioned Portland Communications to develop a digital-first engagement strategy that would inspire medical students and foundation doctors to consider a career in paediatrics.

The Challenge

Paediatrics faced deep-rooted recruitment shortages across the UK. The campaign needed to challenge established perceptions of the specialty, demonstrate the breadth of career opportunities available and build a stronger emotional connection with the next generation of doctors.

The Campaign

I developed the initial creative platform for #ChoosePaediatrics, centring the campaign on the everyday joy, purpose and professional diversity of working in child health.

I then worked alongside the account leads and video team to shape the digital-first engagement strategy. Together, we translated the creative platform into content designed specifically for medical students and foundation doctors, using authentic stories from paediatric professionals to present the speciality as varied, rewarding and deeply human.

The Impact

#ChoosePaediatrics drove record levels of engagement among medical students and foundation doctors exploring paediatric careers.

The campaign was also nominated for a Communiqué Award for Excellence in Engagement through Digital Channels, recognising the strength of its creative platform and digital execution.

A still from the video '#ChoosePaediatrics.  Click to watch the campaign. Image credit: RCPCH.

https://www.youtube.com/watch?v=wUX3YPn7kW0

Three young people ask paediatricians what got them into this specialty. Video credit: RCPCH.