abstract: AS HEALTHCARE systems try to cope with wide-spread nursing shortages, nursing organisations and healthcare providers around the world are trying to recruit new candidates. They are beginning to consult with advertising agencies and public relations firms, most of whom know little or nothing about nursing. Unfortunately, many of these agencies tend to share stereotypical views of nurses who give direct care to the sick and vulnerable, and view the provision of traditional nursing services as dirty, menial, and disagreeable work.