Nursing gets recruitment boost

Stephen Dorrell, the Health Secretary, this week unveiled a hard-hitting pounds 1 million campaign aimed at persuading more people to take up nursing as a career.

Stephen Dorrell, the Health Secretary, this week unveiled a

hard-hitting pounds 1 million campaign aimed at persuading more people

to take up nursing as a career.



Saatchi and Saatchi is seeking to transform the image of nurses as the

hand-maidens of doctors by showing real-life examples of their expanding

role in which they can make a crucial difference.



Six press ads, targeted mainly at 17- to 24-year-olds, break in youth

and women’s magazines this weekend, using titles ranging from Just 17 to

Cosmopolitan.



The ads, which bear the strapline, ’Nursing: have you got what it

takes?’, pull no punches. They each depict a file of case notes,

focusing on one particularly difficult patient. One commercial shows a

heart attack victim with a defibrillator machine and says: ’Too much

voltage and he dies. Not enough and he dies.



Clear?’



Another gives an insight into the mind of a psychiatric patient who

wants to ’end my life’, while a third shows a young girl with learning

difficulties and asks: ’Good at languages? How soon could you learn to

speak fluent Karen?’



Saatchis’ brief was to boost the recruitment of general and mental

health nurses and nurses who help those with learning difficulties. The

campaign also aims to improve the calibre of recruits and to reduce the

drop-out rate during training.



The ads were written by Mike McKenna and art directed by Colin Jones and

John Messum.



’We spent a lot of time with nurses in order to understand the nature of

their responsibilities today,’ Alasdair Fraser, a planning director at

Saatchis, said. ’The ads are based on true stories that show nurses

making a real difference.’



Romola Christopherson, the director of information at the Department of

Health, said: ’A lot of effort has been put into this campaign. The

result is impressive; I think it will do a good job for us.’



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