The Royal College of Nursing has launched an ad campaign to highlight the dedication and skills of nurses in the UK, both those in NHS and in private organisations. The campaign showcases nurses' holistic roles as much as their medical ones, and as much as advocates for patients as caregivers.

The campaign includes bus ad throughout the UK, and prints at larger Underground stations that shows a uniformed nurse caring for a child with the strapline 'It took skill and expertise to save Emma’s life. And compassion to make her smile again.' – plus a short film. The film (below) and other online elements were created by agency Blue State Digital, with CBS Outdoor handling the bus and tube elements.

The RCN says that the ads "will encourage the public to rethink nursing and to visit the This is nursing website to find out more about the profession. [The] narrative will address some of the recent concerns about poor care in the NHS and highlight the dedication, skills and knowledge it takes to be a modern-day nurse."

The campaign sits alongside other recent initiatives from the RCN, which includes lobbying against the Government's recent sweeping cuts to the NHS and its unpopular mooted reorganisation.