Perceptions of Nursing and Midwifery

News and updates


Would you like to be involved in helping transform the perceptions of nursing and midwifery? Sign up for the 30 Day Challenges! 

The topic for each monthly challenge derives from the themes in the 10 Building Blocks (picture below) that were designed by thousands of nurses, midwives and patients through ideas submitted to our crowdsourcing site. The 12 monthly challenges are all about people working together to help put these building blocks into action.

By signing up to the 30 Day Challenges, you will receive support and encouragement from the Perceptions team, as well as the opportunity to build community and share ideas with nurses and midwives at other trusts throughout the country.

We will be sharing more details about each individual challenge, including tips and ideas at the beginning of the preceding month. You are of course very welcome to start work on any of the challenges before and and continue work beyond a particular month - we have structured the challenges this way in order to offer a focus, support and build energy within the community each month.

The opportunities offered by the challenges aren't limited to our nursing and midwifery colleagues: many of them will benefit from the support of a range of departments, such as communications, HR, learning and development for example. It's a good idea to get in touch with these departments to look at how you might be able to work together on the challenges. If you're not a nurse or midwife and would like to get involved, why not make contact with colleagues in these specialties to offer your support - I am sure they would love to hear from you!

About the Transforming Perceptions of Nursing and Midwifery Campaign

The opportunities offered by a career in nursing and midwifery have never been better, with roles ranging from the essential day-to-day caring responsibilities – to the highly technical, research, executive leadership – and many, many more.

Through this campaign, we want young people to know about the exciting breadth of careers available; we want teachers to promote nursing and midwifery as career of choice, we want nurses and midwives to reignite their pride in the professions, and we want system leaders and decision makers to make sure nursing and midwifery expertise is at the heart of shaping future healthcare policy.

Join in the conversation - if you are on Twitter, please look at  #futurenursing #futuremidwifery

SPRINT TWO - Hackathon Event

Posted by Rosie Redstone (Admin) 7 months ago

Nurses from all over the world collaborated on the first-ever virtual hackathon to be held in the NHS.

A hackathon is where people come together for a short period of time to collaborate on a practical project, build something to test and create breakthrough thinking. It’s virtual, meaning the teams taking part weren’t in the same physical place as the other teams. Each team stayed in their own local area and communicated with the other teams using a range of digital technologies.

The virtual hackathon was part of the Transforming Perceptions of Nursing and Midwifery campaign with a view to increase the recruitment and retention of staff. We need achievable solutions, quickly – and involving those in the professions themselves. The timing of the virtual hackathon was chosen to coincide with the annual Royal College of Nursing Congress, our programme partner.

 Transforming Perceptions of Nursing and Midwifery Building Blocks

As part of the virtual hackathon, the teams were asked to make a two minute video to answer one of three questions:

  1. How do we ensure nursing and midwifery expertise is at the heart of shaping future healthcare policy?
  2. How do we get the media to reflect and promote nursing and midwifery as desirable professions?
  3. What systems and/or networks could we build to improve the way nurses and midwives connect, communicate, share and learn from each other?

The standard of all the entries was incredibly high, with passion, energy, and enthusiasm clearly evident. To create a two-minute film of such calibre in just a few hours – while juggling clinical duties, as well as facing the inevitable technological challenges – is an incredible feat, an achievement of which all teams should be very proud.

As well as people from the UK, individuals from Scotland, Mexico, New Zealand, Sweden, and India also joined in the event – such is the beauty of a virtual hackathon!

 Transforming Perceptions of Nursing and Midwifery Enemies

We had nearly 60 teams with over 600 nurses and colleagues joining in the hackathon. Of the 19 final pitches, five were selected to present to our judging panel. The five teams presented using a digital platform called Zoom, explaining how they came up with their idea, why it matters, how it will connect with other work, and how they will influence people to be involved with their campaigns. They also faced some challenging questioning from our judges.

Our judges chose Expectation vs Reality from Lincolnshire Partnership NHS Foundation Trust as the winner. The campaign asks what do you think we do versus what do we actually do? The campaign will feature 52 individuals, one a week over the course of a year, to demonstrate what learning disabilities and mental health nurses do – as well as who they are and why they came in to these fields of nursing as part of #52Faces. This organisation provides specialist health services for people with learning disabilities and mental health problems: they explained that learning disabilities and mental health nursing often has a negative image in the media, which can prevent people accessing their services. Their campaign will also showcase the fantastic work they do supporting their service users.


The people’s choice award, as selected by those present at the Congress Mona Grey lecture chose the social media nursing emojis campaign by the Florence Nightingale Foundation. Take a look at your phone – there are emojis depicting lots of different professions – but none for nurses. Social media is a leading medium for communication in our modern world, and many of us like to use emojis to illustrate our points.

All of us recognise the vital role that the nursing and midwifery professions play in the day-to-day running of our health and social care services, and for providing the very best care for people at every stage of our lives. By 2020 the NHS will be treating increasing numbers of people, and caring for an ageing population with more complex needs. We are also facing challenges around recruiting and retaining nursing and midwifery staff, which means this campaign is critically important for the health and care service.  There is no one simple solution to these challenges – addressing these issues will involve a variety of tactics, and a wide range of people. 

To that end, the team co-ordinating the Transforming Perceptions of Nursing and Midwifery programme will be looking at all of the entries to learn from how the individual teams continue with developing and implementing their ideas, and to see how the excellent ideas can be used. The virtual hackathon is just part of the overall campaign.

We would like to once again thank everyone involved – all the teams, the judges, and those behind the scenes helping the technology to run as smoothly as possible – for their extraordinary achievements over a short space of time. Please come into the platform and post your ideas into the Hackathon challenge for everyone to see -

Moving forward, you can get involved by signing up to our 30 day challenges. The challenges are designed to create collective energy nationally within the professions, while being flexible enough to be interpreted in a way that is relevant to individuals’ and organisations’ own challenges. The next one will be for July and will be focused on writing blogs to celebrate and recognise the achievements of midwives and innovation with midwifery - keep an eye out on the Hackathon Hub for opening dates to submit your blog - 

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