Bringing HIGH-flying NHS recruits to the Highlands


NHSH were looking for a campaign that would increase the awareness of the new centre among the public and prospective patients. They were also looking for an increase in the number of suitable applicants during the recruitment phases to have the workforce required to open. The campaign would also support wider recruitment across NHS Highland.   

 Muckle Media designed the Aim High, Aim Highland campaign to encompass the benefits of living and working in the Highlands. It encouraged potential recruits to consider the benefits of highland life (bustling city life in Inverness, transport connections, access to the outdoors, healthy work-life balance). From a patients’ perspective, it also incorporated the high standards of care delivered throughout NHS Highland.  


Facing national nurse shortages resulting in low staff morale and challenging working conditions, Muckle repositioned the narrative surrounding NHS Highland’s organisational culture to attract new recruits. With the pandemic posing further challenges including build delays due to illness and ongoing working restrictions, we worked dynamically to develop messaging as circumstances changed.  We supported this with an overarching campaign creative – Aim High, Aim Highland – including a visual concept, logo and branding to use across all marketing collateral.    

A multi-channel approach reached potential recruits at recruitment fairs, across social media, on digital platforms, in the trade and regional press and outdoor advertising. As a result, roles were filled despite a short timeframe.   


As a result of the Aim High, Aim Highland campaign,  90% of job roles were filled with a month until opening, exceeding expectations and allowing the NTC to be fully operational   

From May 2022 to May 2023, Muckle Media secured 48 pieces of coverage (21 print and 27 online articles) generating an online readership of 702.1k, print reach of 345.5k and 102,000 total radio listens   

Secured widespread media attendance for a preview visit ahead of NTC opening and exclusive STV coverage of patients first visit