1999/0059
"NURSES MAKE A DIFFERENCE" RECRUITMENT CAMPAIGN LAUNCHED
#5 million advertising and media campaign showcases improved pay and conditions for nurses A major #5 million nursing recruitment campaign - showcasing improved pay and conditions for nurses of all grades - was launched today by Frank Dobson, Secretary of State for Health. Targeting, in particular, trained nurses who are no longer working in the NHS, the campaign places nurses at the heart of the Government''s plans for modernising the National Health Service.
The campaign says "Nurses make a difference. The new NHS needs more nurses. For more information about nursing or returning to nursing with improved pay and conditions, call 0845 60 60 655."
Announcing the new TV and press advertisements, Mr Dobson said:
"Nurses and midwives make a difference. They are the key to delivering a modern and dependable NHS. That is why we need more of them in our hospitals, our GP practices and in the community. This campaign underlines this Government''s commitment to invest in nursing, midwifery and health visiting.
"Getting more nurses back into the Health Service, in particular experienced nurses, is key to the modernisation of the National Health Service. That means giving them a better deal on pay and conditions.
"I know there are thousands of former nurses out there who have considered returning to the profession but fear they have been away too long and their skills are out of date. This is not the case - as the many who have returned will testify. Nurses may not know how conditions are changing to accommodate nurses with families. We want to let them know.
"The pay settlement recommended by the Pay Review Body - which we will be implementing in full - is only part of our commitment to delivering a better deal for nurses and midwives. We are determined to improve their working conditions and to modernise the pay and grading system. A modern NHS needs a modern system for rewarding the staff - particularly the experienced nurses and midwives on whom the system depends.
"The present outmoded grading structure is rigid. It denies to nurses and midwives the career progression which would be good for them, the patients and for the NHS. There are too many grades with too many artificial ceilings. We, and, I believe, the nurses and midwives, would like to see this changed to provide for say, just three grades for qualified nurses which might be described as registered nurse practitioners, advanced nurse practitioners and specialist nurse practitioners.
"Under such a system staff would be rewarded for the work they do, the responsibilities they carry rather than restricted by any artificial differences in grade or designation. All this will need to be negotiated with representatives of the staff but I believe there is a great deal of common ground.
"The nursing recruitment campaign captures the power of the relationship between patient and nurse.
"When I meet nurses and midwives they tell me that they need more nurses to deliver the quality of care that their patients deserve and reduce the workplace pressures that have been so evident this winter. This is why I have already pledged to recruit up to 15,000 more nurses and increase student places by 6000 over the next three years. This campaign will help to make that happen."
Action already taken to address nurse recruitment includes: Extra training places for nurses, including new funding to widen routes of entry into nurse training, including expanding the number of part-time nursing and midwifery courses. Extra cash paid in bursaries enabling 2,700 Enrolled Nurses to retrain and return to the NHS over the next three years. Extra cash so that more than 1000 existing NHS staff such as healthcare assistants will be able to become qualified nurses - with their income protected during training - over the next three years. We are increasing the amount paid to student nurses as non-means- tested bursaries for the first time in three years. A pay rise of up to #1,195 through additional discretionary points on pay scales for nurses at the top of their grades carrying out additional work or taking on extra responsibilities - announced last September.
Information about nursing or returning to nursing with improved pay and conditions is available from the 24-hour Nursing Line on 0845 60 60 655 or the Department of Health website at http://www.doh.gov.uk/nursing.htm
Notes to Editors:
1. The campaign will begin on February 1 and run until the end of March. It will start with advertisements on national television and in national press and continue with advertisements on radio, in magazines and in the classified sections of national and regional press.
2. Total spend onthe campaign is #5 million, consisting of #4 million on media and the rest on production, literature, research and costs.
3. The campaign has been devised on behalf of the Department of Health by Saatchi & Saatchi.
4. There are currently an estimated 9,000 nursing vacancies throughout England and Wales.
5. There are an estimated 140,000 qualified nurses under 55 who are not nursing. Approximately half of these have current registration. Department of Health surveys suggest that up to 19,000 may be interested in returning to nursing.
6. The television advertisement will be screened for the first time on the evening of Monday 1st February.
7. Information on the campaign will be available on the Department of Health website from 3.30 pm on Monday 1st February.
[ENDS]
# = pounds sterling
