Healthcare worker charity Frontline19 is shining a spotlight on the urgent mental health crisis gripping UK health professionals, illustrating the stark daily reality faced by NHS staff.
The charity reveals that over half of NHS workers are currently suffering from poor mental health, with as many as one in four having previously considered suicide.
Developed by creative agency Adam&EveDDB, the work showcases how NHS staff are now more likely to be in greater distress than their own patients due to the unrelenting pressures of sector in recent years.
Spearheaded by a dramatic two-minute film, the campaign will run across TV, cinema, social, press and out-of-home in a bid to drive donations to Frontline19’s counselling services.
“The facts speak for themselves – last year 6.2 million sick days were taken by NHS workers citing poor mental health. There is an urgent need for NHS staff to access our counselling, support and training to help them better deal with the trauma they face every day on the frontline,” Frontline19 founder and CEO Claire Goodwin-Fee said.
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The film itself uses CCTV footage to illustrate the reality of the crisis, with different health workers shown breaking down in moments when they believe they are alone, revealing their true emotional state.
The key asset will be supported by a series of out-of-home and press executions that will highlight the severity of the symptoms experienced by NHS workers in comparison top their patients.
Adam&EveDDB ECD Ant Nelson added: “It’s all too easy to forget that those looking after us need looking after too and NHS employees’ mental health is at breaking point.
“Our campaign highlights the vital support provided by Frontline19 and the need for this to be available to those NHS workers who need it the most.”
