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.