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The Government is tackling the issue of getting disenfranchised

nurses, fed up with conditions and pay, back into the profession with a

concentrated burst of TV and press advertising through D'Arcy.

The ads illustrate the importance of nurses in the healing process and

continue an existing message that old, current and new employees of the

NHS have a crucial part to play in patients' lives, this time

highlighting the role of nurses. The ads also target people thinking

about a career in other, less obvious, parts of the NHS such as research

or administration.

The 60-second TV execution, "smile", focuses on the scarred face of a

young woman. The camera pans in to show a slow smile spreading over her

face as different voiceovers tell of the accident which caused the

scarring and how she was helped to recovery by the NHS team. The ad

shows the range of nurses and other people involved, and the endline:

"Seventy-four people put a smile back on my face. 32 of them were

nurses."

The TV work broke on 13 February and is supported by press

executions.

The campaign was written by Simon Impey and art directed by Jon

Daniel.

The TV ad was directed by Malcolm Venville through Therapy Films and the

print photographers were Nadav Kandar and Alistair Thain. Media planning

is by MediaVest. Buying is through COI Communications.

D'Arcy's board account director, Anthea Willey, said: "Because of the

range of people we're targeting, TV is the best medium for the

campaign." She added that magazines aimed at women with young children

would also be targeted to maximise exposure to those looking to return

to nursing.

The campaign comes on the back of figures released last week from the

Department of Health which show that 2001 saw a 4.3 per cent rise in

qualified nurses.