A Collective Voice to Combat the Shortage

P. Joanne Ray, CFRE

Vice President – Development & Communications

Our nation is facing a potentially dangerous nursing shortage. The risk of a major nursing shortage is both short and long-term, and is more serious in some geographic areas than others. Rather than wait until the problem is severe and patients are at risk, ENA is now part of a coalition working to heighten awareness about the looming nursing shortage and the excellent opportunities that await those who seek a career in nursing.

Highly skilled nurses are in particular demand in operating and recovery rooms, in emergency departments and in pediatric care. Hospital recruitment efforts to reverse the shortage include generous sign-on bonuses, salary increases and tuition reimbursement plans. But even the most attractive incentive packages won't reverse the nursing shortage.

Nurses for a Healthier Tomorrow is a coalition of 25 nursing organizations working together to launch a national advertising and communications campaign to project images of nursing that will attract people to the nursing profession. The messages convey that nurses with proper training and expertise have access to expanding career opportunities and an array of practice venues at their disposal.

Sigma Theta Tau, International is operating as the fiscal agent for the project. Funding of nearly $1 million has been secured for the project including in-kind ad agency and web site, and publication coverage contributions. Elizabeth Dole and Luci Baines Johnson have been recruited to serve as Honorary Chairs.

A web site is available at  www.nursesource.org. In the first month the web site received thousands of visitors representing tens of thousands of hits at an average of 8 minutes each! Web content is being updated regularly with the latest focus being a series of specialty nursing profiles to be available for those wanting to explore the various facets of nursing.

"Nursing. It’s Real. It’s Life." -- the national ad campaign -- will be launched during the month of June. A public service announcement will highlight the journey of a child who dreams of becoming a nurse. Vignettes of three nurses will be used in the PSA including ENA’s own Lawrence "Jeff" Jeffries. (Out of 25 organizations, we should all share in the pride that Jeff represents emergency nurses in this ad.) A series of print ads will also be placed focusing on nurses working as a senior health policy analyst, a recent graduate, an emergency nurse, a hospital chief executive officer, director of an diagnostic clinic center for outpatient surgery, a cancer researcher, and a nurse anesthetist.