Abstract
▶ The authors examined the awareness and attitudes of nursing students, RNs, and CNOs about initiatives to address nursing recruitment and retention specifically the Johnson & Johnson Campaign for Nursing's Future. ▶ Nursing students, RNs, and CNOs reported a high level of aw areness of several key elements of the Johnson & Johnson Campaign - advertisements, recruitment materials, the discovernursing.com Web site, and regional "Promise of Nursing" fundraising events. ▶ The immedia te and far reach of this Campaign is both visible and perceived to have a positive impact on several dimensions. ▶ Nursing students, RNs in practice, and nurses in leadership see the Campaign through different lenses, with each emphasizing different issues of importance. ▶ The Campaign remains an ambitious and unique example of private sector involvement in helping address the current and projected future nursing shortage.