Nursing the Future

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Nursing the Future
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• Launch date 7th January 2004
• Length of campaign one year (end 2004)

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Campaign 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

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Our 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

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Campaign inspiration

• Campaign idea inspired
• by Johnson Johnsons
• campaign in the USA
• The Campaign for Nursings
• Future.

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The Campaign for Nursings Future

• Launched Summer 2002
• Supported by 20 million budget

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Impact 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

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Perceptions 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

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When I grow up I want to be

• Interviews with 11-12 and14
• -15 year olds across UK
• Stereotypical view of nursing alive and well
• Nursing needs to do more
• to attract young people
• into profession
• Money, stress and yuk
• factor puts them off
• Nursing viewed as having low status

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Do we need to rebrand nursing?

• Interviewed marketing
• and image experts
• Nursing is a marketeers dream
• But its image needs to move from Skoda to fast
  lane
• Advised - get nursing to speak up for itself

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Nursing the Future

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

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Our Ambassadors

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

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Meeting 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

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What 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

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Our Reader Survey

• 94 per cent say they are proud to be nurses
• No 1 reason they stay? Patients!

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Its obvious, I make a difference

• I have thought
• about moving
• .but caring for
• people is a key
• requirement for me
• Tracey Laverty

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Looking 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

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Nursing the Future