adam&eveDDB | Hopeline19

Insight:

The COVID-19 pandemic has taken a heavy toll on the UK’s National Health Service (NHS) workers, with 40% of frontline staff experiencing post-traumatic stress disorder, 20% having suicidal thoughts, and 40% planning to quit as soon as they find alternative employment.

In response to this, in 2021, adam&eveDDB launched Hopeline19, a free phone service for leaving messages of support for frontline workers. Anyone could call the line 24/7 to hear a randomized series of messages from the British public.

Hopeline19 made an immediate impact but entering 2023 it became clear that more needed to be done. A perfect storm of factors, including a cost-of-living crisis and increased demand for services, meant that frontline workers still required urgent assistance.

We were sitting on 2,000-plus hours of supportive messages from the British public. Messages we knew were having a transformative effect on those who needed to hear them.

From there, Hopeline Radio was born: the world’s first radio station delivering public support directly to the frontline. The station runs 24/7, delivering a constant loop of positive messages to anyone who tunes in.

Impact:

Hopeline Radio has had a significant positive impact on the mental health and well-being of frontline workers in the UK’s NHS.

Through strategic media partnerships and targeting, Hopeline Radio has reached millions of people, with listeners tuning in daily to receive messages of support.

This increased visibility has led to a surge in demand for emotional support, with Frontline19 receiving over 9,000 requests every week for its services. To meet this demand, Frontline19 has expanded its network to include more than 1,000 volunteer counsellors, psychotherapists, and psychologists across the UK.

As a result, over 250,000 pro bono counselling sessions have been provided to frontline workers, helping to alleviate the mental health crisis facing the NHS.