We partnered with the NHS and University Hospitals of Leicester to create three brand films designed to reframe how patients perceive rehabilitation. The films place lived experience at the centre, focusing on people rather than processes, and highlighting the real, positive impact rehabilitation can have on both physical recovery and mental wellbeing.

The brief was to increase patient submissions and programme completion rates by addressing common misconceptions around rehabilitation. Many patients associate ‘rehab’ with limitation or severity, which can discourage engagement.

The films also needed to raise awareness of local rehabilitation options, ensuring patients understood there were nearby services tailored to different needs, preferences, and lifestyles.

Rather than explaining rehabilitation through clinical language, we told real stories that showed what rehabilitation actually looks like – supportive, empowering, and adaptable.

Visually, the films balance authenticity with optimism, using a calm, reassuring tone that builds trust and encourages patients to see rehabilitation as a positive step forward.

The final films provide an engaging and empathetic narrative that helps patients better understand their rehabilitation options and feel more confident about taking part. By normalising the experience and focusing on quality of life and mental wellbeing, the content supports increased engagement, stronger completion rates, and a more positive perception of rehabilitation services overall.