They dare to care, they dare to cry.They dare to feel, they dare to try.They dare to be at the end of the day, more than they were the day before…Be a Nurse. Dare to care. Have you heard those words? They are from the Johnson & Johnson's Campaign for Nursing's Future. An October 2002 Harris Poll indicated the following:•46% of young people ages 18 to 24 years can recall the advertising;•62% have discussed a nursing career for themselves or a friend; and•24% who have discussed a nursing career said commercials were a factor in their consideration. According to Johnson & Johnson, “Our nation is facing the most profound shortage of nursing professionals in its history,” and their data from a variety of credible sources certainly supports that claim.1.Johnson & JohnsonHealing the crisis in nursing: a progress report.The Campaign for Nursing's Future. Johnson & Johnson Health Care Systems, New Brunswick (NJ)2003Google Scholar The Campaign for Nursing's Future is a multi-year, multi-million dollar, nationwide effort to (1) enhance the image of the nursing profession, (2) recruit new nurses, and (3) retain nurses currently in the system. The recent first anniversary of the Campaign provided an opportunity to look at the many ways Johnson and Johnson's efforts have helped increase public awareness of the nursing shortage and have bolstered the efforts of nurses and nursing organizations as they work to find solutions to this national problem. The Campaign for Nursing's Future includes television, print, and interactive advertising saluting America's nurses, honoring their contributions, and recruiting new people into the profession. As the Harris Poll indicates, the commercials are definitely being seen and remembered. Just ask nurses whether they recall hearing any of these quotes about their chosen profession:•Challenging, exciting, demanding, and sometimes exhausting, but always rewarding.•You have to be intelligent, committed, educated, and want to make a difference in the world. But if you are willing to do what it takes, the rewards can be substantial.•Nursing blends a scientific mind, technological know-how, and a compassionate heart into one neat package.•Caring is the essence of nursing.•Nursing is powerful work.•Not many professions offer you the chance to make a difference the way nursing does.•The art and science of medicine combined with awesome nursing care can perform miracles. The Web site www.discovernursing.com is a comprehensive resource that includes information on nursing as a career, every nursing program in America, and every nursing scholarship available. It also contains profiles of more than 120 individual nurses, nursing opportunities in the Uniformed Services, and explanations of different nursing career paths and advice about how to pursue them. One section is devoted to funding resources and tips on how to apply for loans and scholarships. Additionally, the brochure entitled Because I am a Nurse, the poster Be a Nurse, recruitment videos, and the coloring book You Can Be a Nurse are available in both English and Spanish, free of charge, in quantities up to 500, to anyone who requests them. More than 350,000 people have visited the www.discovernursing.com Web site, spending an average of 15 minutes exploring the wealth of information. As of April 2003, the site has had more than 9 million page views.