Maja Pawinska Sims 25 Jul 2022 // 10:26AM GMT
LONDON — Frank has won a corporate communications brief for Florence, a fast-growing tech platform providing health and social care workers access to available shifts, after a competitive pitch.
Florence is designed to address the NHS and care home staffing model, at a time when NHS England is struggling to fill 110,000 positions and the UK government is introducing a Health and Social Care Levy to increase NHS funding.
The platform also provides CPD-accredited training for health and social care workers through the app, and provides provides vetted workers, management software, and training of current staff for care organisations. Florence currently works with 100,000 e-learners, 90,000 workers and over 2,000 care providers and has raised a total of £35.5 million in funding to date
Frank is working with Florence founder and former NHS doctor Charles Armitage on a corporate and C-suite profiling programme, as the organisation continues to scale. The agency will also be working on a series of purpose and cause-related campaigns throughout the year.
Florence chief marketing officer Shanice Daeche said: “Frank excited us right from the start. They understood our brief, the challenge we’re here to solve, and stood out with a completely different approach and skill set to everyone else. Their ambitious ideas and messaging will help to support us in our goal to give everyone the care and dignity they deserve. We look forward to a purposeful future with Frank – one that will enact real and meaningful change within the sector for good.”
Alex Grier, managing partner at Frank, added: “The severity of NHS and social care staff shortages is detrimental to our society and our healthcare workers. If anything, the pandemic has shown us we should be taking care of our healthcare system, not driving workers out. Florence is tackling these issues head-on and it’s refreshing to have a brand up for the challenge of bold, ambitious campaigns to shine a light on these pressing issues. We’re looking forward to getting Florence talked about and create true 'Talkability' through bold and exciting campaigns that address the pressing task of staff shortages, from the point of view of the health workers themselves.”