The NHS faces a national shortfall of 2,500 midwives and hundreds leaving the profession each year. To address this, Gloucestershire Hospitals NHS Foundation Trust needed more than a recruitment campaign – it needed to remind midwives why they chose this path, and why the Trust would be the place to continue it. Working with SBW, it created A New Life Starts Today. The film has a powerful double meaning – the arrival of a new baby and the fresh start that comes with joining a truly supportive team.

During research and workshops, it stood out that what makes Gloucestershire special is the camaraderie, sense of belonging and mentorship. The film combined authentic documentary realism with poetic storytelling, capturing a midwife’s day and celebrating their skills and empathy. The video would live on social media, recruitment pages and internal events and was filmed entirely on location with real midwives. A steady heartbeat underscored the tempo of the film, layered with a spoken-word poem reflecting their passion and humanity.

Within weeks of the video’s launch, strong midwifery applications increased considerably thanks to thousands of social engagements and YouTube views. Internal feedback revealed a surge in pride from existing employees, who said “it finally shows what it feels like to be a midwife”. A New Life Starts Today turned a staffing challenge into a cultural triumph, reminding potential applicants that every new life begins with someone who cares.