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We Are the NHS campaign switches tone after heavily-criticised video

Social media posts draw on nurses’ feedback, but ‘embarrassing’ advert remains online
A nurse treats a patient with the words WE ARE THE NHS over the photograph and an NHS logo. The adverts use nurses's words to describe their profession. Picture: NHS

Social media posts draw on nurses feedback, but embarrassing advert remains online

NHS England and NHS Improvement has made a fresh attempt to promote nursing as a career after a recent video it produced sparked fury among nurses.

The organisation came under attack last week from nurses over a video that some felt implied their profession was a second-best choice for students with lower-than-expected A-level grades, and that it is an embarrassing career choice for men.

While the offending advert remains on social media, NHS England and Improvement has deleted a tweet that promoted a similar message.

Nurses describe the profession in their own words

However, new adverts on social media

Social media posts draw on nurses’ feedback, but ‘embarrassing’ advert remains online

 NHS
The adverts use nurses' words to describe their profession. Picture: NHS 

NHS England and NHS Improvement has made a fresh attempt to promote nursing as a career after a recent video it produced sparked fury among nurses.

The organisation came under attack last week from nurses over a video that some felt implied their profession was a second-best choice for students with lower-than-expected A-level grades, and that it is an embarrassing career choice for men.

While the offending advert remains on social media, NHS England and Improvement has deleted a tweet that promoted a similar message.

Nurses describe the profession in their own words

However, new adverts on social media present a more positive attitude by using nurses' feedback – in their own words.

An NHS England and Improvement spokesperson said it was proud to promote nursing as a career.

‘Nursing is one of the most significant, rewarding and important roles it’s possible to take on, and anyone involved in delivering care knows front-line staff are extraordinarily compassionate and committed, which is why the NHS continues proactively and proudly to campaign for people to consider a career as a nurse with the NHS,’ the spokesperson said.

‘Nursing is a wonderfully rewarding career’

RCN director of nursing, policy and practice Susan Masters welcomed the change in tone.

‘We are pleased to see NHS England has listened to the opinions of nurses and adapted its messages to show what a wonderfully rewarding career nursing can be,’ she said.


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