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Nursing the Future
Nursing Standard launched Nursing the Future - our campaign to boost the image of nursing and midwifery - in January 2004. We also developed a video called 'Quiet Power' which showed how ordinary nurses with families become very special people when they are at work.
This followed a similar campaign in the US that successfully boosted recruitment to nursing.
Our aims were:
- 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' their profession to future generations
- To raise the public voice and profile of nurses and midwives
- To encourage respect for the professions
From the beginning our campaign met an enthusiastic response from our readers across the United Kingdom, and that tide of goodwill continues.
Quiet Power Film
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Quiet Power shows how eight ordinary nurses with families and responsibilities outside work become very special people when they are at work, people that every one of us may encounter as we get older. We want the public to see that. We also want them to see how nursing is a modern, challenging profession for today's new generation.
Nursing is the most emotionally rewarding career
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For the first time, marketing consultants have drawn up a strategy to give nursing an image makeover. As a fitting climax to our Nursing the Future campaign, Adele Waters reveals their prescription for change.
The RCN Publishing Company is a wholly owned subsidiary of the Royal College of Nursing, the world's largest organisation for nurses. RCN Publishing produces one weekly, eight monthly and two quarterly nursing publications. Nursing Standard, the flagship journal, is the UK's biggest selling weekly for nursing. It is produced by RCN Publishing Company along with a suite of specialist nursing journals - Cancer Nursing Practice, Mental Health Practice, Learning Disability Practice, Nursing Children and Young People, Nursing Management, Emergency Nurse, Nursing Older People, Nurse Researcher and Primary Health Care. RCN Publishing Company also produce the RCN Bulletin, a major source of up-to-the-minute information for RCN members in all specialities, grades and working environments. With the latest nurse vacancies from trusts nationwide, it has become the most cost-effective nurse recruitment magazine available.