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Case Study
University Hospitals Derby & Burton – Creative Communications
Reports of suicidal ideation and dealing with mental health issues were reported across staff members at UHDB.
Mental health appointments
1080
Appointments filled
100%
Referrals
207
The challenge
Use language to save lives. NHS staff are overwhelmed – busy, exhausted, time poor and battered by budget cuts, patient assaults, and COVID-19. Their stoicism and courage to carry on through it all was pushing them to the edge. We needed to reach them when it mattered most.
The solution
- A campaign centered around a single, powerful statement: ‘Don’t be a hero’.
- Impactful, double-exposure artwork.
- Implore staff to seek help when suffering.
Results
The impact was instant.
The campaign encouraged staff to go against their instincts,
accept their vulnerabilities, and seek out help.
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