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Government launches TV ad to attract new primary care staff

GP nurses

The Government is launching a major advertising campaign today to help fulfil its pledge for 26,000 more primary care staff.

The latest phase of the ‘We are the NHS’ recruitment drive will see adverts on TV, radio, video on demand and social media.

Aimed at teenagers preparing to apply for university and career switchers, the recruitment drive encourages them to find out more about NHS careers and register to receive advice by email.

It also highlights the new annual £5,000 living cost grant for all student nurses, midwives and many allied health professionals from September 2020.

Up to £3,000 in additional payments will also be available for students in regions or specialisms struggling to recruit – such as mental health nursing – including help to cover childcare costs.

Health secretary Matt Hancock said: ‘I am in awe of the skill and dedication our NHS people demonstrate every day, and I’m determined to deliver on our commitment to have 50,000 more nurses and 26,000 primary care professionals in the NHS by 2025…

‘If you think you have what it takes, I encourage you to consider a career in the NHS as an allied health professional or nurse. From September this year, students will benefit from a generous new financial support package worth at least £5,000 a year.’

The £8m ‘We are the NHS’ campaign is funded by NHS England and the Department of Health and Social Care and was launched in July 2018. 

The Government announced in February that primary care networks (PCNs) will receive 100% reimbursement for all additional clinical staff that they hire as part of the 2020/21 GP contract deal.