The recently launched campaign to transform the perceptions of nursing and midwifery aims to make young people know about the exciting breadth of careers available in nursing. The campaign also wants teachers and careers advisors to promote nursing and midwifery as a career of choice; nurses and midwives to reignite their pride in the professions; system leaders and decision makers to make sure that nursing and midwifery expertise is at the heart of shaping future healthcare policy; and the media and politicians to more accurately reflect our extraordinary careers.