Nursing the Future

– Launch date: 7th January 2004

– Length of campaign: one year (end 2004)

Campaign aimsCampaign aims

• To enhance the image and reputation of nursing and midwifery

• To challenge and dispel misconceptions about nursing and midwifery

• To empower nurses and midwives to publicise what they do

• To encourage nurses and midwives to ‘sell’ or talk-up their professions to future generations

• To raise the public voice and profile of nurses and midwives

• To encourage more respect for the professions

Our mission statementOur mission statement

‘Nursing the Future is our year long campaign to enhance the image and reputation of nursing and midwifery in the UK. With the help of our readers, we aim to rebrand the image of nurses and midwives for the 21st century. We will encourage readers to publicise what they do and celebrate all that is dynamic, complex and challenging about the professions. We will profile excellence and highlight some of the daily success stories of modern day nursing and midwifery. We aim to make 2004 a year for nursing and midwifery. Join us in Nursing the Future…’

Campaign inspirationCampaign inspiration

Campaign idea inspiredby Johnson & Johnson’scampaign in the USA: The Campaign for

Nursing’sFuture.

The Campaign for Nursing’s Future

• Launched Summer 2002

• Supported by $20 million budget

Impact of US campaignImpact of US campaign

• Success story: moved nursing from the 9th most popular career choice for school leavers to the 4th

• Boosted recruitment figures by over 80%

• www.discovernursing.com

Perceptions of nursing and midwiferyPerceptions of nursing and midwifery

Mori poll finds:Nurses seen as caring• Unpopular career

choice• Nurses seen as

uneducated • Confusion about role of

nurses v health care assistants

When I grow up I want to When I grow up I want to be……be……

Interviews with 11-12 and14-15 year olds across UK:

• Stereotypical view of nursing alive and well

• Nursing needs to do moreto attract young peopleinto profession

• Money, stress and ‘yuk factor’ puts them off

• Nursing viewed as having low status

Do we need to rebrand Do we need to rebrand nursing?nursing?

Interviewed marketing and image experts:

• Nursing is a marketeer’s dream

• But its image needs to move from ‘Skoda’ to fast lane

• Advised - get nursing to speak up for itself

Nursing the FutureNursing the Future

We hand-picked 25 ambassadors to be the faces and voices of

our campaign

Our AmbassadorsOur Ambassadors

• Met in January to discuss our campaign• Their plans for the future• Media training

Meeting MPsMeeting MPs

• Co-hosted a reception at Portcullis House with Laura Moffatt MP

• Our ambassadors met 45 MPs, many have agreed to work with them locally

What our readers thinkWhat our readers think

• Lots of positive feedback

• Campaign welcomed as inspirational

• Nurses see the campaign as an opportunity to at last say something positive about their work

Our Reader SurveyOur Reader Survey

94 per cent say they are proud to be nurses

No 1 reason they stay? Patients!

It’s obvious, I make a It’s obvious, I make a differencedifference

‘I have thought about moving …….but caring for people is a keyrequirement for me‘

Tracey Laverty

Looking aheadLooking ahead

• Sponsorship• Advertising campaign• More press coverage• Campaign posters and

leaflets promoting nursing and midwifery for schools, colleges and career departments?

• Patient involvement • Year- end media event• Ambassadors’

Conference

Nursing the FutureNursing the Future