In the bustling corridors of hospitals and clinics, amidst the relentless chaos and urgency, there’s a silent struggle unfolding – the mental health crisis gripping the NHS. It’s a reality that often goes unnoticed, overshadowed by the pressing demands of patient care. But behind the brave façade, behind the unwavering dedication, lies a deeper truth – the caregivers themselves are in need of care.
Enter “Sicker than the Patients,” a powerful new campaign spearheaded by adamandeveDDB’s Richard Gayton & Darren Beresford for Frontline19, a charity dedicated to supporting the mental well-being of NHS workers. With over half of NHS staff grappling with poor mental health and alarming statistics revealing the prevalence of suicidal thoughts among healthcare workers, the campaign aims to shine a spotlight on the urgent need for support.
At its core, “Sicker than the Patients” seeks to drive donations for Frontline19’s counseling services, providing a lifeline for NHS workers drowning in the depths of emotional turmoil. Through compelling storytelling and stark imagery, the campaign unveils the harsh reality faced by healthcare workers behind closed doors. CCTV footage captures poignant moments of vulnerability, as NHS staff grapple with their inner demons in solitude. It’s a sobering reminder that the caregivers themselves are often the ones in need of care.
The 2-minute spot serves as a poignant call to action, urging viewers to support Frontline19 in their mission to provide much-needed emotional support to NHS workers. Press and outdoor activations further amplify the campaign’s message, shedding light on the stark disparity between the mental health of NHS staff and the patients they tirelessly care for.
Launching across TV, cinema, social media, press, and out-of-home channels, “Sicker than the Patients” aims to spark conversations, drive awareness, and mobilize support for frontline workers. An upcoming activation featuring real NHS employees will further humanize the campaign, bringing their stories to the forefront.
Reflecting on the campaign, Claire Goodwin-Fee, Founder and CEO of Frontline19, underscores the urgent need for support, citing alarming statistics of sick days taken due to poor mental health among NHS workers. Ant Nelson, Executive Creative Director at adam&eveDDB, echoes the sentiment, emphasizing the vital role of Frontline19 in providing essential support to frontline heroes.
As the campaign unfolds, it serves as a poignant reminder of the resilience and dedication of NHS workers, while also highlighting the critical need for prioritizing their mental well-being. Through collective action and support, we can ensure that those who care for us receive the care they deserve.
“Sicker than the Patients” – a campaign that speaks volumes, ignites compassion, and drives change. Join us in supporting the mental health of NHS heroes.
