There was concern in the NHS that they could not fill all the training places available for psychiatrists, who are much needed to meet the UK’s mental health crisis. The Royal College of Psychiatrists needed a fresh campaign to promote psychiatry as a rewarding career to medical students and doctors, while encouraging those on career breaks to return. The goal was to showcase the profession’s variety and impact, changing perceptions and inspiring action through compelling storytelling that highlighted the vital role of psychiatrists in transforming lives.
Liquona kicked off with a deep dive into psychiatry, meeting with the Royal College of Psychiatrists to clarify campaign goals and target audiences. We researched typical patient journeys and diverse career paths in psychiatry, ensuring authenticity. Collaborating with professionals, actors, and experts, we built a strong foundation to craft impactful stories that truly resonated with viewers.
Our production brought stories to life by collaborating with practising psychiatrists and talented actors. Psychiatrists shared real-world insights, ensuring authenticity, while actors portrayed patient experiences with sensitivity and depth. A standout moment was casting an asylum seeker for a PTSD role, requiring careful safeguarding. Every scene highlighted psychiatry’s variety and impact, creating an emotionally engaging, compelling film.
The campaign launched with a bang, using targeted multi-channel distribution, including social media, influencer support, and the Royal College’s platforms. Metrics were tracked closely to measure engagement, website traffic, and re-visits. Feedback from audiences and record-breaking results showed the campaign delivered on its objectives, successfully promoting psychiatry’s value and inspiring new recruits and returning professionals alike.
Did it work? Yes. There are now around 5 applicants per role. In the client’s own words “Everyone used to want to be a surgeon, but now psychiatry has more applicants! It is an incredible turn around.”
website visits
From a national lack of psychiatrists to training places 5 x oversubscribed
Gold for best marketing project at the Memcom awards
in the 2023 MEMCOM Membership Excellence Awards, Highly Commended for Best Recruitment Strategy
by Stephen Fry
" It made me wish I could be a psychiatrist!"