The Royal College of Nursing Union represents nurses and health care workers. One of its primary objectives is to represent their members in cases of unfair dismissal, down-banding of posts, and indemnity claims as patient care becomes stretched under the proposed cuts in the NHS.

Brief: To create a 'new' member recruitment campaign.

Solution: This campaign turns the notion of the lottery on its head. 'It could be you' is the reality that nurses and health care workers may face in these tough economic times. The campaign was implemented in trade press, on adshels and on specific bus routes near hospitals and health care centres as well as appearing online.

Since the campaign began, the government Health Secretary, Andrew Lansley announced a £3bn organisational breakup of the NHS - £1bn more than was orignally predicted. Timing is everything.

Input: Campaign messaging & art direction. Photography by John Renston