Recent calls from the Prime Minister’s Commission on the Future of Nursing and Midwifery to update the image of modern nursing appear to have gone unheeded in Worcester. Every year there is a furore somewhere over a “saucy nurse” calendar. This time it is buses.
A local bus company has placed an advert on its vehicles featuring a “sexy” nurse wearing a PVC uniform to promote its bus route between Worcestershire Royal Hospital and the city centre. Diamond Buses said the adverts were part of a “bright and positive” advertising campaign, shown to a group of nurses before they were used.
You can imagine how it has gone down. The Royal College of Nursing has said it “demeans and devalues” nurses and Worcester Royal Infirmary Trust has said it is “derogatory and degrading” (lots of D words there, Diamond).
End Game is unsure whether there has ever been a “sexy NHS manager” calendar or bus.