Channel 4 has invited NHS frontline staff to read the continuity announcements around well-known blue light programming including ‘24hours in A&E’ and ‘999 on the Frontline’ on More4…
The continuity takeover, running from April 17th to 19th, brings moving voiceovers from frontline workers who share their lived experiences of mental health struggles to encourage viewers of the blue light shows to consider the people behind the uniforms.
Alongside the continuity announcements, Channel 4 has supported Frontline19’s campaign with airtime around their blue light programming. The two-minute film, produced in the style of CCTV footage, captures the emotions of NHS workers. It airs around programming including ‘24 Hours in A&E’ and ‘999 on the Frontline’. Created by adam&eveDDB, the film seeks to raise awareness that more than half of NHS workers suffer from poor mental health, and one in four NHS staff have considered suicide.
Sophie Lloyd, Creative Leader, Channel 4 Sales’ Creative Hub:
“Channel 4 is well-known for its powerful blue light programmes which document the lives of emergency workers. We know these shows deeply resonate with our viewers, so this felt like a natural opportunity to amplify a campaign that also looks at frontline workers’ experiences behind the scenes. Creating these cultural connections is what we do best in Creative Hub, and we hope that having NHS workers share their stories during the continuity announcements will help viewers learn more about the people behind the uniform.”
Frontline19 is a free independent, confidential and UK based nationwide service delivering psychological support to people working on the frontline.
