Skydiving GP recruitment ad campaign cost over £100,000

An ad campaign to increase GP recruitment cost over £100,000, official data show.

The series of six thirty-second online videos was launched by Health Education England (HEE) last month with the support of the RCGP and GPC.

The total cost of the campaign, funded entirely by HEE, was £119,015 for the six videos and other publicity work. The cost was paid to ad agency Grayling, which made the videos.

Three of the six ads have been released so far in the run up to the November/December recruitment round.

The first video, which focused on a GP signing a consent form for a cancer patient to skydive, was criticised by some GPs on social media. A second video focused on asthma check-ups and a third on sport.

GP recruitment drive

Information released to GPonline following a freedom of information request revealed that as well as skydiving, the ad agency’s initial pitch also proposed a video starring a ‘contortionist in full pose’, and a ‘baby playing a violin’.

The marketing firm said its ‘nothing general about general practice’ campaign would ‘blow apart’ the perception that GPs had less exciting and high status roles than hospital colleagues.

The campaign will continually surprise the audience with ‘things they wouldn’t have expected would be part of the role of a GP’, the pitch said.

HEE told ad agencies the campaign should increase GP training applications for the 2016/17 intake to 3,250 from 2,613 in 2014.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register

Already registered?

Sign in

Follow Us:

Just published

Advance decisions to refuse treatment - what GPs need to know

Advance decisions to refuse treatment - what GPs need to know

A recent case has underlined the need for GPs to communicate a patient’s known wishes...

Law changed to allow physios and paramedics to administer vaccines during pandemic

Law changed to allow physios and paramedics to administer vaccines during pandemic

A wider range of healthcare workers will be allowed to administer flu and potential...

Medicines shortages drive up GP workload as prescribing costs surge £158m

Medicines shortages drive up GP workload as prescribing costs surge £158m

Medicines shortages in England are continuing to drive up GP workload during the...

Arrhythmias - red flag symptoms

Arrhythmias - red flag symptoms

Dr Pipin Singh provides an overview of red flag symptoms in patients with arrhythmias.

How have GP practices fared under CQC inspections?

How have GP practices fared under CQC inspections?

The latest annual report from the CQC sets out ratings for all of the sectors it...

CQC flags concern over GP access despite 2m face-to-face appointments last week

CQC flags concern over GP access despite 2m face-to-face appointments last week

The CQC plans to 'follow up' concerns about access to face-to-face GP services, warning...