Recruiting the Next Generation of Special Care Dentists

Some of the most meaningful projects we work on start with a simple conversation.

For this film, we were approached by a group of inspiring young NHS dentists who are training to become Special Care dentists — clinicians who work with people unable to access dentistry in the usual way because of physical, medical, psychological, or social challenges. These can include people living with severe anxiety, learning disabilities, complex health needs, or experiences that make routine dental care inaccessible.

The group wanted to make a recruitment film that would speak directly to other NHS dentists and encourage them to consider specialist training in this vital but often overlooked field.

Developing an NHS Recruitment Video for Special Care Dentistry

The project began with an initial scoping conversation: what would genuinely motivate dentists to consider Special Care training, and what kind of film would feel credible rather than corporate or promotional?

The clinicians themselves were clear about one thing — this wasn’t about glossy marketing. It needed to reflect the reality of the work, the challenges, and the rewards, and it needed to be led by people already on the training pathway.

They applied for funding through NHS England, and over time the project took shape. Once funding was confirmed, we worked closely together to refine the concept, structure the film, and plan a format that would allow honest conversations to come through.

Working directly with clinicians

Working with clinicians is quite different to working with a communications team — and that’s something we genuinely value.

There is often less familiarity with filming processes, but a much deeper connection to the subject matter. In this case, the dentists involved brought clarity, purpose, and a strong sense of responsibility about how the role of Special Care dentistry should be represented.

For us, it became a true collaboration rather than a client–supplier relationship. We were consistently impressed by the commitment, generosity, and energy of everyone who took part, particularly those who shared personal experiences of training and clinical practice.

This approach created a warm, conversational tone and allowed participants to respond to each other in real time. It also reflected the collaborative nature of Special Care dentistry itself — a field that relies on teamwork, adaptability, and shared learning.

A shared sense of purpose

The aim was not to oversimplify the work, but to show why dentists choose this path, what support exists, and how the training can open up new and meaningful ways of practising within the NHS.

Projects like this are a reminder of why we enjoy working in the health and charity sectors. The film isn’t just about recruitment; it’s about visibility — helping a crucial area of dentistry be better understood, and giving future trainees a clear sense of what the role involves.

As our client put it:

“Working with Gaby and the team has been a joy. From concept to execution, the process has been professional, efficient and well-managed. The filming day was proactive and fun — the Magneto team put the participants at ease to ensure a natural, authentic product. I would recommend Magneto Films to anyone looking to create thoughtful, creative content that engages audiences.”

Filming in Newcastle

Filming took place at an NHS hospital in Newcastle towards the end of last year. On the day, our focus was on creating a relaxed environment where participants felt comfortable speaking openly.

Our role was to guide the conversation, manage the technical side seamlessly, and ensure that the filming process didn’t feel intimidating or performative — particularly important when working with people who don’t appear on camera regularly.

The result is a recruitment film that feels authentic, thoughtful, and grounded in lived experience.