1. Nursing the Future

2. –Launch date: 7 th January 2004 –Length of campaign: one year (end 2004)

3. 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

4. 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 21 st 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…’

5. Campaign inspiration Campaign idea inspired by Johnson & Johnson’s campaign in the USA: The Campaign for Nursing’s Future.

6. The Campaign for Nursing’s Future Launched Summer 2002 Supported by $20 million budget

7. Impact of US campaign Success story: moved nursing from the 9 th most popular career choice for school leavers to the 4 th Boosted recruitment figures by over 80% www.discovernursing.com

8. 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

9. 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

10. Do we need to rebrand 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

11. Nursing the Future We hand-picked 25 ambassadors to be the faces and voices of our campaign

12. Our Ambassadors Met in January to discuss our campaign Their plans for the future Media training

13. 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

14. 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

15. Our Reader Survey 94 per cent say they are proud to be nurses No 1 reason they stay? Patients!

16. It’s obvious, I make a difference ‘I have thought about moving …….but caring for people is a key requirement for me‘ Tracey Laverty

17. 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

18. Nursing the Future