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ANF launches positive nursing campaign

The Australian Nursing Federation has launched a national media campaign to raise community awareness of the contribution of the nursing workforce to Australia’s healthcare system.

Featuring a two-minute cinema ad, as well as radio and TV advertising, the media blitz aims to promote public trust in nursing and to raise the community profile of the profession.

Federal secretary, Lee Thomas, said the public campaign showcased the lives of nurses and midwives at work at three different hospitals.

"We want this positive campaign to focus on the significant contribution nurses and midwives make to the health system every day," she said.

The national campaign will also act as a recruitment drive ahead of projected shortages facing the profession.

Nursing currently faces a projected shortfall of 110 000 nurses by 2020.

The film and TV commercials feature 22 nurses and midwives and the patients they care for in a series of filmed vignettes capturing a day in the life of hospital nurses.

Tasmanian branch secretary, Neroli Ellis, said in the current context of state health budget cuts it was important to promote positive images of nursing and to encourage community support.

“This is a long-term national campaign that the ANF in Tasmania is excited to be part of, and we anticipate strong support from both the Tasmanian nursing community and the general public,” she said.

The campaign has been titled “Australia's Nurses and midwives. You couldn't be in better hands” and can be viewed at www.anf.org.au

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