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Perceptions of Nursing and Midwifery

The role of the Nursing and Midwifery Ambassador is to:

Act as a local champion for nursing and midwifery, representing our professions in a positive light and by doing so, building awareness and positive perceptions

Create a bridge between activities to promote nursing and midwifery locally and the nationwide campaign

  • Speak for local organisations and the nurses and/or midwives in them within the national campaign


  • Bring back the ideas and calls to action from the national campaign and customise, remix and reshape them so they will work in a local context

Lead the local version of the campaign and get people engaged, taking action and building positive perceptions

Sign up here.


Twelve 30 day challenges were launched by Professor Jane Cummings, Chief Nursing Officer for England on 14th May 2018 as part of the Transforming Perceptions of Nursing and Midwifery campaign. Please get involved on this platform.

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 come onto the platform and take part in our 30 day challenges where we have taken these ideas and stories to address and action the key themes in order to transform perceptions of Nursing and Midwifery.