Background: Inaccurate and clichéd images of nurses are well documented and need to be challenged. For too long, the image of nursing has been formed by television and movies, which typically portray the nurse as the doctor's assistant or as a background character rather than an integral member of the interdisciplinary team.
Method: "The New Script of Nursing", using a multi-media digital approach, was launched by Johns Hopkins University to break through the stereotypical images of nursing and showcase the depth and breadth of the nursing profession. Using a case study method, using temporal limits, the method of the campaign is described and the impact assessed using digital analytics.
Results: Within two weeks there were: 23,030 views on Facebook including 1467 reactions, comments and shares; Twitter received 12,208 impressions and 832 engagements; YouTube received 4518 views and 107 views on Instagram. The We Got This website received more than 7000 visitors from Canada, Australia, the United Kingdom, South Africa, Portugal, Lebanon, and Hong Kong. Engagement has been sustained and within nine months, the video on social media received 32,000 views and 400 shares.
Conclusion: Social media, cellphones, and portable devices enable not just rapid but widespread communication and there is a compelling imperative to engage this media. The accessibility and affordability of social media is empowering and allows the voice of nurses to be heard. Impact Statement: Social media is an accessible, affordable and efficacious method to address misconceptions and inaccuracies of nursing as a profession. Nurses must adopt communication science and social media to profile the profession.
Keywords: communication; nursing; profession; social media.