Johnson & Johnson is celebrating its 10-year anniversary of the Campaign for Nursing?s Future via a new mobile site that aims to inform, connect and educate current and prospective nurses across the country.

The company partnered with digital agency R/GA on the mobile initiative. Users can access the site by entering http://www.discovernursing.com on their mobile browser. 

?The Campaign for Nursing?s Future fulfills Johnson & Johnson?s credo, which says, ?We believe our first responsibility is to the doctors, nurses and patients,?? said John Berman, executive creative director at R/GA, New York.

?The mobile strategy for the campaign is to give prospective nurses and current nurses seamless access to the wealth of information on discovernursing.com, whether they?re on a smartphone, tablet or PC,? he said.

Raising awareness
Johnson & Johnson believes that this push is increasingly important given the dramatic nursing shortage.

The Campaign for Nursing?s Future is helping recruit and retain more nurses and educators.

By rolling out a mobile site, users can engage with a plethora of content no matter where they are.

Current and prospective nurses can browse content such as information on custom scholarship programs, financial aid, recruitment tips and just general information about the field.

Via the mobile site, consumers can get to know more about nursing, as well as catch up on the latest news and resources.

The mobile site also lets prospective nurses explore specialties to see if there is something that they are interested in. 

Mobile niche
A mobile site such as this is a great way for Johnson & Johnson to help spread awareness of its Campaign for Nursing?s Future program.

Consumers are increasingly accessing content via their mobile devices, so making sure that content is optimized is key.

?At R/GA, we believe there's only one Web, and responsive design is a compelling way to deliver Web content to a growing number of screens,? Mr. Berman said.

?We're seeing mobile emerge as the primary screen, and it's quickly becoming the consumer's first impression of a brand,? he said.

?It's crucial that brands deliver real value in that first encounter, and it?s a credit to Johnson & Johnson that they're early believers in this mobile-first philosophy.?

Final Take