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Back in 2003, the Oregon Center for Nursing produced a striking recruitment poster, which asked, ARE YOU MAN ENOUGH . . . TO BE A NURSE? The ad featured nine nurses who, as the Center’s Deborah Burton, explained, “embody male characteristics in our society.” Among them were a former Navy SEAL, a biker, a karate champion, a rugby player, a snowboarder, and an ex-firefighter. The campaign generated media attention. It was certainly a bold effort with precisely the right intent. But it didn’t seem to move the dial in terms of the rate of recruitment of men in the state.64 It also seems like the ad might have overdone the contrast between stereotypes of nursing and stereotypes of men. Subsequent studies suggest that this approach can backfire, by highlighting what psychologists call the “role incongruity” between ideas of masculinity and those of nursing.
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Richard Reeves (Of Boys and Men: Why the Modern Male Is Struggling, Why It Matters, and What to Do About It)