The campaign, which includes a promotional video encouraging viewers to #ChooseGP, comes just weeks after HEE confirmed that a record number of GP trainees (3,473) were recruited in 2018 - surpassing the annual target of 3,250 for the first time.
The figure is a 10% increase on 2017, when 3,093 GP trainees were recruited.
Focussing on variety, the short film shows how GPs can tailor their career to suit their needs and interests with the strapline ‘one career, endless opportunities’.
Working as part of a team, sharing knowledge and experience and caring for patients whilst having the flexibility to choose when and where to practice are all highlighted as integral parts of being a GP.
The video states: ‘The choice isn’t always easy, but it’s yours. And we don’t choose to be GPs because we think it’s easy. We choose to be GPs because we know it’s not. And because patients will always need someone they can trust.’
Professor Simon Gregory, GP lead at HEE, said: ‘I am proud to be a GP. General practice has been going through a very tough time but together we are building a future that will be a great place to work. Already thousands of GP specialty trainees are making the wise choice to become GPs and help shape a brighter and sustainable future.
‘Our campaign is targeted at foundation doctors who are about to choose their specialty and medical students; we want to them to see what a diverse and varied role it is and highlight the positive impact that their work will have on the lives of the people they look after.’
Speaking at National Association of Primary Care (NAPC) conference last month, health and social care secretary Matt Hancock said the latest GP trainee recruitment figures showed there had been ‘real progress’ towards the government’s goal of getting 5,000 more doctors into general practice by 2020/21.
‘We must keep supporting and encouraging more people into the profession,’ he said.
However, the DHSC has since confirmed that it has dropped the time limit on its recruitment pledge, instead stating that the 5,000 extra GPs will be delivered 'as soon as possible'.
The latest round of GP recruitment opened on 7 November and will run until 29 November. GP trainees recruited in this round will start training in August 2019.