NHS neonatal intensive care is something of a poor relation in the battle for resources within the NHS. 1 in 13 children born need Neonatal ICU care and it takes around 10 members of a team to care for one neonate (consultant, doctor, nurse, therapists, etc.). Yet the service battles against adult services who take a lion’s share of everything resource based. Couple this with the tension of the NHS struggling to find nurses generally, and this department suffers to find talent. We were challenged to help with developing a recruitment campaign, targeting young people looking at a nursing career and existing trained nurses who may be interested to cross-train. A set of assets was needed to stand out in Sky Adsmart, social media and the NHS internal network.