Frontline19: Sicker Than The Patients

Client: Frontline19 adam&eveDDB

To spotlight the mental health crisis gripping the NHS, Frontline 19 partnered with adam&eveDDB to create the ‘Sicker than the Patients’ campaign. The two minute film, produced in the style of CCTV footage, captures the true heart breaking emotions of NHS workers.

The ad aired in breaks of some of Channel 4's most popular blue light programming such as 24 hours in A&E and 999 on the Front Line and across three days during the launch of the campaign we replaced our usual continuity voiceovers with that of real NHS employees leading up to the Channel 4 programmes. The frontline workers share their lived experience of mental health struggles to encourage viewers of the blue light shows to consider the people behind the uniforms.