ABSTRACT Objective: To discuss the Nursing Now Campaign and the role of Nursing in times of pandemic by COVID-19. Method: This is a theoretical reflection based on the scientific literature. Results: The pandemic highlights the importance of Nursing care for the maintenance of life and the right to health, and the Nursing Now Campaign is in line with the call for appreciation of nursing professionals currently working at the forefront of the fight against COVID-19. Despite the limitations of structural resources that lead to exposure to illness, nursing professionals maintain their role of caring. Conclusion: It is necessary for Nursing to recognize its own value, add to its continuous learning capacity, and be aware of the social changes that occur. The study contributes to rethinking strategies for valuing Nursing.