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Christmas Advertising NHS

Boden lets NHS staff sparkle in Christmas campaign


By Rebecca Stewart, Trends Editor

November 18, 2019 | 3 min read

Boden is celebrating the NHS staff working on the frontline this Christmas as part of its ongoing ‘Wear The Joy, Share The Joy’ campaign.


Boden is using its Christmas campaign to champion UK healthcare workers as part of its wider ‘Wear The Joy, Share The Joy’ push

The fashion brand has created an online film showing how it surprised a group of doctors, nurses and hospital with a festive makeover and party in reward for the work they do year-round.

Highlighting how a large majority of NHS workers will likely be sending the festive party season in scrubs caring for others instead of spending time with family and friends, the film sees a group of nine staff get treated to a style overhaul from Boden.

Arriving in their work attire, Boden’s team of stylists surprise the group with Christmas party makeovers and deck them out, sparkles and all, with the latest festive fashion before hosting a party for them.

Johnnie Boden, Founder of Boden said: “For most of us Christmas day is all turkey, tinsel and too many festive tipples. But for those on the healthcare frontline this festive season, the reality is very different.

"That’s why this year our ‘Wear The Joy, Share The Joy’ campaign is about celebrating and giving something back to the real stars of Christmas."

The men and women featured in the campaign are; cardiology auditor Cara, patient experience manager Joe, paediatrician Katie, doctor Katrina, A&E nurse Nadine, IT project manager Petrina, A&E senior staff nurse Rumer and nurse Rosyane.

Boden has been investing heavily in digital content for the past two years. In 2018 it appointed former Paddy Power chief marketing officer and Giffgaff founder Gav Thompson to lead its marketing as chief customer officer.

‘Wear The Joy, Share The Joy’ by Taylor Herring

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