While some of us dare to imagine a world after Covid19, three million NHS and frontline workers carry it with them every day. So much so, 2 in 5 NHS frontline staff are now suffering from PTSD. That’s double the rate found in military veterans with recent combat experience.

The nation was craving a way to show genuine gratitude and provide actual support for frontline workers, when they need it most. So, we partnered with the charity Frontline19, who provide psychological support to NHS workers, to do just that.

On Emergency Services Day in September 2021, we launched Hopeline19. A national phone service for the public to leave a message of support, gratitude and love for those fighting to keep us safe. Anyone who needs it can call the line for free 24/7 to hear a randomised series of messages from the public.

The film ran on TV, social and in cinemas. Accompanying the film, radio ads and consumer-facing OOH print encouraging members of the public to leave message of supports, as well as NHS-facing print inside hospitals to help make workers aware of Frontline19’s services. The free phone line is live 24/7 and has been live constantly since September 2021.