Awareness and Perceptions of the Johnson & Johnson Campaign for Nursing's Future: Views From Nursing Students, RNs, and CNOs

Karen Donelan, Scd; Peter I. Buerhaus, Phd, RN, FAAN; Beth T. Ulrich, EdD, RN, CHE; Linda Norman, DSN, RN; Robert Dittus, MD, MPH


Nurs Econ. 2005;23(4):150-156, 180. 

In This Article

Executive Summary and Introduction

  • The authors examined the awareness and attitudes of nursing students, RNs, and CNOs about initiatives to address nursing recruitment and retention, specifically the Johnson & Johnson Campaign for Nursing's Future.

  • Nursing students, RNs, and CNOs reported a high level of awareness of several key elements of the Johnson & Johnson Campaign — advertisements, recruitment materials, the Web site, and regional "Promise of Nursing" fundraising events.

  • The immediate and far reach of this Campaign is both visible and perceived to have a positive impact on several dimensions.

  • Nursing students, RNs in practice, and nurses in leadership see the Campaign through different lenses, with each emphasizing different issues of importance.

  • The Campaign remains an ambitious and unique example of private sector involvement in helping address the current and projected future nursing shortage.

Part one of this six-part series on the state of the registered nurse (RN) workforce in the United States focused on whether the current shortage of hospital RNs is getting better or worse (Buerhaus, Donelan, Ulrich, Norman, & Dittus, 2005a). Results of two recent national random sample surveys of RNs revealed that in several ways the shortage and its impact on nurses had lessened in recent years, though the shortage has continued to influence certain aspects of nursing practice and hospital processes negatively. In part two of this series, attention shifted to RNs' satisfaction with their present job and their perceptions of a nursing career (Buerhaus et al., 2005b). From 2002 to 2004, significant increases were found in job satisfaction, satisfaction with being a nurse, and RNs' willingness to recommend nursing to others.

In this article, the focus is on RNs' awareness of and attitudes about initiatives to address nursing recruitment and retention. In particular, we examine what nursing students, RNs, and chief nursing officers (CNOs) know and think about the Johnson & Johnson Campaign for Nursing's Future (the Campaign). This multimillion, national Campaign is the largest private sector initiative in recent history to address problems affecting the nursing profession. The Campaign focuses on recruiting more people into the nursing profession, helping resolve the current nursing shortage, and averting an even more severe shortage of nurses from developing in the next decade.


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