East Midlands Ambulance Service

"EMAS is an equal opportunities employer and is committed to improving representation from all sections of the community and well-being of its workforce."

2 posters

large poster




Click the play icon above to view the full video.


The marketing materials were aimed at recruiting Black and Minority Ethnic (BAME) candidates, with existing BAME EMAS staff as the face of the campaign.

The products were used for targeted leaflet drops, distribution at recruitment events, for example at education facilities, children’s centres, community groups and mosques and mail outs to people who had previously expressed their interest in joining the organisation during previous recruitment campaigns.


Specifically targeted headlines were created to appeal and promote interest in the marketing materials. The photography and design for the products were commissioned to appear on information leaflets, pull up banners and posters.

The overall design needed to be friendly and approachable, to appeal to a 21+ year target group and be sympathetic to Black and Minority Ethnic (BAME) candidates. The final design had to work within the NHS Corporate guidelines and colour palette.


ByteBack Creative produced, directed and edited website video content for the campaign. Using existing staff members to promote the message. As well as masthead video for the careers website we also supplied social media clips for the services Facebook and Twitter pages.

Project Details

East Midlands Ambulance Service NHS Trust wanted to increase job applications from Black and Minority Ethnic (BAME) applicants and the emerging community and to raise awareness of ambulance service career pathways and the role progression available. The brief included website design, promotional print materials, social media marketing and video production.

We also supplied numerous video content for social media promotion, creating 4 unique videos for each staff member running at 1min and 30sec in duration, these could then be used on Twitter, Facebook and other social media outlets to maximise widespread interest.

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Specialists in video production, visual identities, marketing campaigns, websites and printed materials. We apply clarity of thought to our clients' brands, and deliver simple, effective and highly creative solutions.

For us design is more than something that looks great, it's something that's been nurtured and lovingly crafted.

Tel | 07584 599671