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‘Sicker than the Patients’ is an integrated campaign created by adamandeveDDB’s Richard Gayton and Darren Beresford for the charity Frontline19, highlighting the extent of the mental health crisis gripping the NHS. With over half of NHS workers suffering from poor mental health and with one in four NHS staff having considered suicide, the new campaign underlines how, in many cases, NHS staff are sicker than the patients they are treating. As recent statistics reveal the staggering rise in mental health problems amongst healthcare workers, ‘Sicker Than The Patients’ aims to drive donations for Frontline19’s counselling services, so the charity can continue to extend emotional support to as many affected NHS workers as possible - whilst also moving NHS welfare up the public agenda at the next general election. It follows the D&AD Black Pencil-winning campaign Hopeline19, which saw adam&eveDDB launch a free phone line dedicated to thanking NHS and frontline staff for their strength and support during the pandemic.
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