Each spring, nurse executives face the dilemma of deciding how to recognize staff for National Nurses Week in meaningful ways. Many a keychain, mug, carnation, pin, lunch bag, or pizza have been given in good faith only to be cast aside and even ridiculed: "All I'm worth to this place is a coffee cup?" Too often nurses feel the recognition they receive doesn't adequately reflect their contributions. Other attempts at recognition during Nurses Week, such as an elegant dinner event with a nationally renowned guest speaker, can also be disappointing because only a small percentage of the overall nursing workforce is able to participate. Nurse executives unfortunately often encounter a no-win situation when it comes to nurse recognition.

The organization believed that a video showing images of nurses caring for patients would cause the staff members to pause and reflect on what they actually contribute to society. The process of developing the video involved five steps: preparing the business case, securing the funding, selecting the videographer, producing the video, and editing the video.

Film production

Step two was to secure the necessary funding. When the plan was presented to hospital administration, there was support and interest in creating the video; however, there was only $5,000 available to cover the costs. Because the director of nurse recruitment and retention was willing to assume the roles of producer and editor and UMHS decided to use real nurses without scripts (instead of actors and professional writers), $5,000 was plenty.

Step three was selecting a videographer. A trained videographer knows the techniques of effective photography and is able to capture compelling images. When choosing a videographer, it's important to determine if he or she is able to see the vision and intent of the film-and can work under strict conditions. There are particular challenges when videotaping in a healthcare institution. For example, the videographer should be knowledgeable about protecting the privacy of those not involved in the video and not interfering with the work of the staff. An individual with videography training must also be skilled in dealing effectively with the subjects of the video to successfully complete the project.

The fourth step was to produce the video. Hiring a professional video producer would be ideal, but there weren't enough funds. The director of nurse recruitment and retention served in this capacity despite the fact that she had no production experience. She received assistance from an experienced video production mentor at a local university. After gaining approval for the concept from managers and staff on the units where the taping was happening, the video producer scheduled the shoot, accompanied the videographer as he completed the taping, and obtained the proper consent forms from staff, patients, and families featured in the film. The video was shot over 3 days in 26 venues throughout the health system. The first 5 minutes of the 7-minute video consists of nurses working with patients and one another. The last 2 minutes of the video involve short interviews with four nurses describing why they chose their profession.

The final step was to edit the video. Again, it's ideal to hire an editor to complete this step; however, it was decided that to decrease costs, the director of nurse recruitment and retention would preview all of the footage to identify key scenes, which could then be quickly pulled together by a professional editor. Several hundred dollars were saved by decreasing the amount of professional editing required. After the video was complete, it was shown at a Nursing Grand Rounds during National Nurses Week. (See Creating a video in your facility.)

Film critiques

To evaluate the impact of the video and to determine whether it had achieved the goal of providing meaningful nurse recognition, 42 newly hired nurses were asked to complete an evaluation during their central nurse orientation. Several questions focused on how nurses were depicted in the video. All of the respondents reported that nurses were compassionate, caring, and committed, whereas 93% indicated that the nurses were shown as knowledgeable professionals.

When asked if the video brought out an increased sense of pride in their work and the work of their colleagues, 98% indicated that it did. ("I feel very proud to be in my profession." "This video evoked pride in me." "It made me proud to be a nurse.") Emotional responses were also reported by those who viewed the video. ("It touched my heart." "I cried real tears and could not stop until the video was over." "It made me cry to see what we do and how people look to us to provide them with expert care.")

When asked about their perceptions of authenticity, 90% indicated that they felt the video was a realistic depiction of nursing at this organization. All of the nurses completing the survey reported that the video portrayed a positive image of nursing in the organization. It was especially important that some of the respondents pointed out that "The video caused me to remember what I do as a nurse and what a real difference I make."

Interviews were conducted with nurses who were featured in the video. There were 63 nurses shown in total. When these nurses were asked if participating in the project brought out an increased sense of pride in their work, all indicated that it had. When asked to share their feelings of this unique experience, one nurse stated, "I was so proud to be a part of the video. New nurses to the institution see me in the hallways and tell me that they saw me in the video!" Another nurse reflected, "What we do can become so routine to us. It is easy to forget the impact we have on patients and families. This video captures what we do and reminds us of the greatness of what we do."

Two thumbs up

In addition to being used as a method for providing recognition during National Nurses Week, the video has become an integral part of the organization. It's shown biweekly in the orientation of every new nurse, it's been placed on recruitment websites, it's been used by the CNO during her annual presentations to the nursing community, and has also been shown at retirement celebrations.

The video continues to have a powerful effect when it's viewed repeatedly. New nurses at UMHS are shown the video during their first day in orientation. The coordinator of orientation noted that "Every week the video is shown to new nurses, and each time it evokes very strong feelings of pride as well as tears. Each time I see it, I find something new. I watch all incoming nurses respond to this video as part of orientation. Participants simply love the video and are often moved to tears. It resonates! This video has been a real gift to our nurses."

Based on the response to the video, plans are being made to create other films to recognize nurses. A video featuring patients and families sharing their insights and experiences, and talking about the impact nurses have had on their lives, is being planned. Additionally, a video in which new nurses share their experiences of working with their preceptors is also being considered.

End credits

Based on the survey results and the anecdotal data, the video was a successful tool for helping nurses reconnect with their profession and showing the staff members their value. UMHS was effective in creating a means for recognition that was appreciated and cherished by nursing staff. Due to the positive experience with producing this film, the business case for creating future videos will be enhanced. Thanks to the video, during future Nurses Weeks, UMHS will be able to continue to show its appreciation for the hard working, valuable nursing staff via a respected medium.

Creating a video in your facility

When creating an institution-based nursing video, there are important factors to consider before beginning:

* Establish clarity around the purpose of the video. This will help provide artistic focus, but will also help develop the business case and identify potential sources of funding.

* Create a business case for producing the video. Although involvement of professional videographers is essential, equally vital to the success of the project is the involvement of a local nursing expert familiar with the nursing culture and staff. Talk to the stakeholders in nurse retention and engagement in terms of dollars and cents. It makes sense to invest money in the care and keeping of excellent nurses. Spending $5,000 on a video more than pays for itself even if just one nurse is retained.

* Engage the nursing leadership. Recording in a patient-care environment produces many challenges. Let the leadership know you've done your homework and planning; this will help them feel comfortable allowing a camera crew to enter patient-care areas.

* Work with the departments within the organization. Hospital security, patient relations, and public relations should be consulted to avoid delays in shooting.

* Engage as many staff as possible by recording in diverse practice areas. It's also important that recording occur on all shifts. Strive to create a video where everyone can see themselves.

* Tell the story truthfully. Be authentic in the filming and depiction of the nursing environment and staff-avoid scripting.

* Develop a debut for the video in an appropriate venue. Think about creative ways to make the video accessible to the intended audience.

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