Nursing and nurses: the image and the reality.

This article describes national and regional processes, and the evidence base developed from a series of engagement and involvement events across the NHS, to develop an effective marketing campaign and a framework for regional strategies to recruit and retain nurses. The consultation and engagement process was also designed to ensure that the campaign would be supported by the workforce. It will be of interest to the independent and voluntary sectors and, while relating to English strategy and policy, it is pertinent to the whole of the UK and internationally. [ABSTRACT FROM AUTHOR]