The Mississippi Board of Nursing (MSBON) today announced a major new outreach initiative through its Office of Nursing Workforce to strengthen the state’s nursing pipeline.
As part of the initiative, the Office of Nursing Workforce will use a new public-facing brand—ONWard—to better connect with younger audiences and clearly communicate the role of the program.
The marketing effort is designed to encourage student interest in Mississippi nursing programs and support career advancement for current nurses, according to MSBON Executive Director Dr. Phyllis Polk Johnson. “Our team has worked with Ad5 Partners to develop a communications strategy that promotes nursing education and highlights clear pathways for career growth,” Johnson said.
The initiative includes a redesigned website, new branding, plans to expand presence at conferences and college events, video storytelling, and targeted digital and social media outreach.
Governor Tate Reeves said, “As Mississippi continues to lead in economic development and job creation, we must meet that growth with a workforce that is strong, skilled, and healthy. This effort by ONWard is exactly the kind of smart investment our state is making that helps us reinforce the healthcare foundation that keeps our economy growing. When we invest in education and training, we invest in Mississippi’s long-term prosperity.”
ONWard recently completed a comprehensive review of its communications, including its website and past outreach efforts. The updated strategy focuses on engaging key audiences—students and parents, current and prospective nurses, healthcare professionals, and workforce stakeholders across the state.
“Our goal is to attract more students into nursing and support working nurses as they advance professionally,” said Lacey T. Gentry, DNP, RN, CNE, chair of the Nursing Workforce Committee and professor at William Carey University. “We provide guidance, resources, and scholarship opportunities to enhance their success at every stage.”
“We’re reaching students as early as middle school and intentionally continuing this engagement through college,” Gentry said. “The new name reflects who we serve and makes it clear that we’re a valued resource for both future and current nurses.”
Under the new brand, ONWard will continue building connections between nursing education and clinical practice to ensure Mississippi’s healthcare system has a well-trained and highly skilled workforce.
Johnson said, “ONWard plays a critical role in uniting educators, healthcare providers, and policymakers. Together, we are strengthening the future of healthcare in Mississippi.”
The outreach initiative will roll out in phases over the next 90 days. For more information, visit onward-ms.com.
