- Hull and East Yorkshire Hospitals NHS Trust were involved in the posters’ design
- Unapproved, they were mistakenly sent to the trade paper HSJ and then Twitter
- Twitter users accused them of being sexist and downplaying nurses’ role
- Yet, some argued they have been taken out of context of a wider campaign
- A Trust spokesperson said the posters were rejected and have never been used
Alexandra Thompson Health Reporter For Mailonline
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An NHS trust has been accused of sexualising nurses after a recruitment campaign was accidentally published.
The images, which have sparked outrage on social media, show young female nurses standing besides flirtatious messages.
Hull and East Yorkshire Hospitals NHS Trust intended to use the posters to attract recruits as part of its Remarkable People, Extraordinary Place campaign, however, they were mistakenly published without approval.
One of the posters includes an attractive nurse standing next to the slogan: ‘Before lunch, Izzy made Roy’s heart flutter. It’d stopped for ten minutes’, while a second said: ‘As soon as Emma looked at John she knew it was serious. A full fracture of the tibia.’
The campaign was designed to help combat the serious nursing shortage and was accidentally sent to the trade magazine Health Service Journal, before being uploaded to Twitter.
The posters were mistakenly sent to the Health Service Journal and then uploaded to Twitter
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Hull and East Yorkshire Hospitals NHS Trust designed the campaigns to help recruit nurses
NURSES SET TO VOTE ON THEIR FIRST EVER STRIKE IN NHS HISTORY
Nurses will hold a ballot this autumn over industrial action in a row over pay.
In a further sign of anger, they are plotting a ‘summer of protests’ outside hospitals and Parliament.
These will include rallies and marches in an attempt to galvanise the support of other nurses and the public.
The unprecedented measures were announced by nursing leaders on May 13 at the Royal College of Nursing conference in Liverpool.
They were agreed after an online poll involving 50,000 nurses in which 91 per cent voted in favour of industrial action.
A further 78 per cent said they are prepared to stage an all-out strike.
Nurses are furious over a one per cent pay cap enforced by the Government in 2015 that is due to last until 2019/20.
The average salary for a nurse is around £23,300 although those in the most senior roles can earn £35,000.
One Twitter user wrote: ‘Seriously? Where are they hoping they’ll work? The 1970s?’
Another added: ‘So disappointed they opted for crass ads instead of highlighting the importance of nurses.’
In another tweet, one of the poster’s slogan was altered to: ‘He hoped he would never forget their night together and there would be many more. Unlikely. She was about to go on leave and he has dementia.’
The same twitter user then wrote: ‘A voice in his head told him he was in love. She said that was probable [sic] just his psychoaffective [sic] disorder.’
Yet other twitter users defended the posters, arguing they have been taken out of context of a wider campaign.
Author Peter Lloyd, who wrote Stand by Your Manhood, told MailOnline: ‘Contrary to the hysteria, these adverts are actually quite engaging and effective – if people read the copy in its entirety.’
A spokesman for Hull and East Yorkshire Hospitals NHS Trust and Strawberry Design Agency, which helped to create the campaign, said: ‘The award-winning Remarkable People campaign has been extremely successful in helping us to recruit professionals of all disciplines’, The Times reported.
‘The visual printed in the HSJ had been presented to our trust as one format among a number of campaign options.
‘We rejected it immediately and it has never been used as part of the campaign.’
The NHS Trust and Strawberry Design Agency have been approached for an updated comment.
One twitter user defended the posters, arguing they were part of a much broader campaign
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