Healthcare: NS tries to revamp nursing image

Nursing's beleaguered image is set for a PR makeover as trade title Nursing Standard begins a campaign to boost recruitment to the profession.

On Tuesday the magazine unveiled details of a PR strategy that includes the distribution of a film about nursing and the promotion of a poll about perceptions of the profession.

The magazine wants to 'ensure the profession's image reflects the real experience of modern nurses'.

The Government last month announced it had increased the nursing workforce by 23 per cent since 1997 - but NS says the nursing frontline is increasingly 'fragile', for example relying too heavily on temporary nurses from overseas.

Its ICM poll found 70 per cent of people would not consider nursing as a career.

NS is sending a film to its 70,000 readers - and will supply it to nurses at the Royal College of Nursing's annual congress.

Nurses will be encouraged to show the film at schools across the UK on 12 May - Nurses' Day - while NS also wants cinemas and TV stations to broadcast it.

NS editor Jean Gray said the film would give nurses a tool to explain the 'complex nature of their work to any audience'.

NS has used branding consultancy Red Spider to help with the drive, part of its 'Nursing the Future' campaign that began 15 months ago.

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