TitleWe Are The NHS
Campaign We Are The NHS
Advertiser NHS - National Health Service
Brand NHS

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Television
Production Company
Production Company
Post Production
Chief Creative Officer J..e M...el So....ff Subscribers Only
Casting Director R....ca H..l Subscribers Only
Post Production Jea......ment S...t Subscribers Only
Creative Director, Copywriter H..h T..d Subscribers Only
Photographer A..m H...on Subscribers Only
Executive Partner ..m K..x Subscribers Only
Sound Engineer ..n G...in Subscribers Only
Director of Integrated Production T...y W....on Subscribers Only
Photographer's Agent W...t C...ke . J...s Subscribers Only
Director of Photography (DOP) Be....in K...un Subscribers Only
Editor J...an Eg.....en Subscribers Only
Director T..y ..e Subscribers Only
Creative Director/ art director L...sa S....rn Subscribers Only
Producer ..n P...er Subscribers Only
Post-production Producer L...se U...n Subscribers Only
Agency Producer V....sa H..t Subscribers Only
Director of Communications S...n E....ht Subscribers Only
Head of Campaigns P..l Ba....le Subscribers Only
Campaign Manager ..n H....on Subscribers Only
Manager of Communications A..y K..g Subscribers Only
Account Director K...e Mc.....ey Subscribers Only
Account Manager Lu....ia Ta....na Subscribers Only
Strategist J...s Ma.....ll Subscribers Only
Creative Producer H...ie R...in Subscribers Only
Creative Producer M...a S...h Subscribers Only
Executive Creative Director M..k E...od Subscribers Only
CSO .o A...n Subscribers Only
Retoucher C....us F...s L....ed Subscribers Only

About MullenLowe UK

Who We Are:
We believe positive dissatisfaction is the mother of reinvention. That’s why our icon is the octopus. It’s the only organism on the planet that routinely edits its own DNA to adapt, innovate, and thrive.It outsmarts the competition by constantly changing. It reinvents, repeats, reinvents, repeats.And so do we.
What We Do:
In today’s rapidly changing world, innovation hinges on a combination of agility and adaptability. And the key to success is for brands to recognise the opportunity and responsibility to innovate because brands who do grow faster. Our capabilities allow us to proactively challenge and evolve brands across paid, owned and earned expressions and experiences.
How We Do It:
For businesses to grow, the most valuable currency is not how consistent you are it’s how you innovate. We believe that the fuel for innovation is positive dissatisfaction. Dissatisfied with the way it’s always been, with handcuffs and limits and rules, with insights that aren’t insightful, and with creative that doesn’t make you feel. This philosophy unites our 55 markets and makes us the most effective agency network pound for pound for twelve years running. 

Latest News

MullenLowe partners with RNIB to champion the importance of Alt Text with powerful copy-led outdoor and social campaign


Integrated creative agency MullenLowe today launches a new campaign – Alt Alts – in partnership with the Royal National Institute of Blind People (RNIB), the leading sight loss charity in the UK.

Alternative Text (Alt Text) is a written description of an image, picture or photograph. It’s super important as it is read aloud by screen readers, to help people with sight loss understand the content of that image.

Alt Text is relied on by the two million people in the UK with sight loss. But Alt Text descriptions are often either really poor quality – or non-existent.

The campaign is designed to raise awareness amongst sighted people about the importance of writing Alt Text to any images they post.

Beautifully written descriptions of some of the most iconic images in the world tease the reader to guess the image. Images that have changes moods, minds, lives - history. Images that sighted people may have taken for granted, but will never be seen by some.

The power of the copy lands the fact that blind and partially sighted people are missing out on how that image feels if the Alt Text is missing or badly written. Which is heart-breaking and wrong.

Readers are encouraged to scan a QR code to reveal the image, but the image isn’t there. Instead, a message reads, ‘If you guessed the image, lucky you. For the 2.2 billion people in the world with sight loss it’s not that easy. Writing a description to every image you post gives people with sight loss access to the whole picture.’

The campaign launches with a 96 sheet supersite at Old Street, metres away from Moorfields Eye Hospital, as well as OOH sites across London. It is also supported by social media activity.

Martin Wingfield, RNIB’s Director of Brand, says: “Alt Text is a hugely important accessibility tool designed to help people navigate the internet more easily. Our Alt Alts campaign highlights how inclusive content is just good content and ensures you aren’t exclusion anyone. Our motto is always to think of accessibility as a love note – it tells people we want you here as well.”

Nicky Bullard, Group Chief Creative Officer at MullenLowe, adds: “When I think about the impact certain images have had on me in my life, the thought that we are excluding blind and partially sighted people from feeling the impact of those images, makes me very, very sad. This campaign is the start of a massive conversation that must continue.” 

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