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Raise morale in NHS workers


What we did

We created a video appeal to all creatives and encouraged them to get involved in creating a film to celebrate all that’s great about the NHS and help us show them how valued they are.

Then, Magnafi’s Creative Director, Nick Entwistle asked his 11,000+ @OneMinuteBriefs followers to get on board and share their ideas in a competition with the winner to have their film made into a music video for the NHS Choir’s charity single. We received hundreds of entries and this user generated content reached more than 500k people on Twitter and Facebook in just two days. The winning concept revolved around the theme of vows, by Steve Hunter.



We then brought this concept to life by creating a music video directed by Oliver Warren. Following the vows based script, we captured beautiful and emotive footage filmed at Lewisham and Greenwich hospital, which showed the life-saving and life-changing work undertaken by the NHS staff every day. Edited in just two days, and with the help of several of our local partners, a website was created to host the video and we collaborated with PR agencies to secure TV and radio appearances for the NHS Choir.

Running alongside the music video, we asked people ‘Do you #LoveYourNHS? And encouraged everyone to send selfies holding “I DO” signs. This gained huge traction in just a couple of weeks, reaching over 10 million people. Celebrities including Piers Morgan, Michael Sheen, Holly Willoughby and Chris Evans showed their support.



127,000 single sales propelled the NHS Choir past Justin Bieber to Christmas Number 1.

Bieber himself even tweeted to his legion of 72 million followers to show his support for the charity single by encouraging them to download it and “do the right thing”.

An amazing 1.3 million views for the video on YouTube, extensive media coverage, including coverage from Radio 2 and across the press, as well as over 10 million interactions on Facebook and twitter for the #IDO campaign, all contributed to vast public awareness and reach, as well as a huge amount of money raised for selected charities Mind and Carers UK. Overall, a truly rewarding experience for all those involved for an incredibly important cause.


At MAGNAFI we work with brands to ensure they reach relevant audiences with engaging and entertaining content. Contact us today to see how we can transform your business.