RCN adverts showcase nursing

Published: 17 September 2012

The Royal College of Nursing has launched a hard-hitting advertisement campaign to highlight that nursing is a demanding profession that requires staff to have a mixture of clinical skills and compassion.

The adverts, part of an RCN initiative called This is nursing, will appear on buses in the UK’s major towns and cities, and underground stations in London. They reveal the breadth of skills in nursing and highlight the balance nursing strikes between expertise and compassion.

RCN Chief Executive & General Secretary Dr Peter Carter said it was time to celebrate the work nursing staff do on a daily basis.

“What we are doing today is showing the reality of nursing and how it takes both professionalism and compassion to be a nurse. We have all read the critical coverage of the nursing profession and we would never shy away from the cases of poor care when they exist. However, when poor care does exist, there are often systematic reasons behind it. This is nursing will also explore what these factors are and how they can be tackled,” he said.

It is hoped that This is nursing will ensure the wider public is aware of just how valuable the nursing profession is.

Further information

A new website has also been created to promote This is nursing with dedicated sections for nursing staff and for the public. The initiative looks at the challenges faced by nurses in delivering high quality care and contains seven key areas of work. Find out more and view a film about This is nursing.