The Florence Nightingale School of Nursing and Midwifery at King’s College London seek the highest calibre of students to continue its proud tradition of education and training in the field. In order to position King’s as the top choice for nursing – and increase the quality, not just quantity of applications – a bold campaign idea and targeted media strategy were employed. Leaving behind well used images of smiling nurses and happy patients, ‘life as a King’s nurse’ is revealed as rewarding but full of highs and lows that will require both passion and courage alongside ambition to succeed.

Despite rising tuition fees, the campaign resulted in an increase of 19% in undergraduate applications and an incredible 1,195% in postgraduate applications. The digital campaign saw remarkably higher than average click through rates and with all places filled by first class students, the school avoided going into clearing for the first time in its history – making significant cost savings.