A career in Child and Adolescent Mental Health Services (CAMHS) is one of the most impactful choices a person can make. But across Greater Manchester, NHS trusts were struggling to fill critical roles.

A career in Child and Adolescent Mental Health Services (CAMHS) is one of the most impactful choices a person can make. But across Greater Manchester, NHS trusts were struggling to fill critical roles.

In partnership with these trusts, GM i-Thrive came to us looking for a campaign that would change perceptions and broaden the appeal of working in CAMHS.

Our research uncovered a fundamental challenge: for those entering the field, the driving motivation was the difference they could make to young people’s lives. But for those who’d been in CAMHS for longer, a huge part of job satisfaction came from the impact they had on colleagues – the support, mentorship and collaboration that make the work not just meaningful but sustainable.

This insight allowed us to go beyond the expected ‘make a difference’ narrative. Instead, we shaped a campaign that spoke to both hearts and minds – highlighting the emotional fulfilment of transforming young lives and emphasising the professional benefits of a CAMHS career.

We launched a multi-channel campaign in January 2025, spanning digital, radio, print and in-person events, with a dedicated recruitment website that we designed in the new brand identity. Although the campaign is still live, the impact has been immediate with over 1 million impressions and 17,433 link clicks achieved on Meta (triple the estimated response).

1 million impressions
300%+ forecasted link clicks

“Working with Eleven has been an absolute pleasure. Their collaborative approach has made the entire process seamless and genuinely enjoyable. From day one, they understood our vision and brought it to life in ways we hadn’t imagined. The campaign results have been exceptional, far exceeding our expectations, and we’re seeing a real impact in the interest of working in Greater Manchester CAMHS. I couldn’t be prouder of the work we’ve created together and my colleagues feel the same. It’s been a success from every angle and I can’t recommend the Eleven team highly enough.”

Programme Manager, GM i-Thrive

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