Perceptions of Nursing and Midwifery

About the campaign

An exciting opportunity for you to transform the perceptions of nursing and midwifery!

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.

The story so far…

More than 250 ideas, stories and suggestions were submitted to this platform by a diverse group of people. By working with nurses, midwives, Ambassadors and decision makers, these ideas have been mapped into 10 Building Blocks that will aid the development of positive perceptions of nursing and midwifery.

Now it’s over to you:

We would like you to nominate one or more teams to take part in a ‘virtual hackathon’ to transform perceptions of nursing and midwifery amongst policy makers and the media which is taking place on 14 and 15 May 2018

What is a virtual hackathon?

A hackathon is an event where people come together for a short period of time to collaborate on a practical project, build something to test and create breakthrough thinking.  This hackathon is virtual, meaning that the teams taking part won’t be in the same physical place as the other teams. They will be in their own locality so there is no need to travel. The teams will link with the hackathon using an online platform (for which support and training will be provided). 

No previous experience of either hackathons or virtual platforms is needed. Enthusiasm, energy and wanting to make a difference are more important.

Your engagement is so important, as your conversations will help shape the future of nursing and midwifery.


The campaign has been in development since March 2017 when Chief Nursing Officer Professor Jane Cummings announced at the CNO summit that this work will be launched to positively transform the image of nursing, with a view to increasing recruitment and retention of staff.

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