Radio and Audio > Innovation in Radio & Audio

HOPELINE RADIO

adam&eveDDB, London / FRONTLINE19 / 2023

Awards:

Bronze Cannes Lions
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Supporting Content
Demo Film
MP3 Original Language

Overview

Credits

Overview

Write a short summary of what happens in the radio or audio work.

We hear a genuine voice message from Hopeline19, left by a member of the British public to support our NHS frontline workers. Following the message, a VO directs the listener to Hopeline Radio to hear more.

Translation. Provide a full English translation of any audio.

Speaker 1

Hello there. It's the autumn and it looks like we've got a hard winter coming. It seems to have gone on forever. But please don't give up. You're doing some very special work, helping people who've been unfortunate. And don't believe, the trolls and the anti-vaxxers and the haters. They're just the noisy minority. So many of us, general public think you're all heroes.

Every single last one of you. And we're all so very, very grateful.

So, buckle up. It's autumn. I can see the end…of all this. And I'm sure you can as well.

I do everything I can to keep myself and my family safe and away from you so you can go about your work and enjoy the job that I know means so much to you as it does to us. Cheerio, all the best.

Speaker 2

Hello. I'm Gwen, I just wanted to say thank you to all the nurses and doctors and midwives who’ve really helped me and my family. I think they're all amazing. Without you, we wouldn't have a second little boy, and you who was delivered by caesarean, and I just can't believe how amazing the surgeons are. And also thank you to all the midwives. We had a really difficult time, my husband was also in hospital and when our second baby boy was born and the care provided for both of us was incredible. Not only that, you gave us so much emotional support.

And thank you so deeply for me. I know how incredibly overworked you are, and you made my stay in hospital, lovely despite all that was going on for us as a family. And you sure our little boy got out safely and he's happy and smiley and his big sister loves him very much and we’re altogether as a family. My husbands home from hospital as well and that’s all down to the staff of the NHS. So I just wanted to thank you for all you've done. Thank you very much.

Speaker 3

I've only just found out about the service and it just doesn't seem like enough; To be honest with you, the last thirteen months felt horrendous for everybody, but I can only imagine what it must have been like to be a frontline worker.

I feel a bit of a fraud, even leaving this message, because I’ve been relatively untouched by the virus. But when I say that it's not to gloat, its because I want you to know that my life has been relatively untouched because of the work you've all done.

I'm so grateful. I'm so thankful. And I'm sending love to you all. Thank you.

Speaker 4

Words cannot express the thanks that… just can't say it. You are heroes. Thank you. Thank you. Thank you.

Speaker 5

Hello. My name is Braille. My dad passed away from COVID. I just wanted to say that you guys are all incredible. From the minute that he got into the ambulance to the second he died. But we just can't thank you guys enough. You’re Wonderful people. Angels in disguise from just watching things, you know, videos and stuff that we've seen, you guys are basically our blanket from all the trauma, really. And, you know, I just really I just hope that things will get better for you all. And God bless every single one of you. Thank you so much. Bye.

Speaker 6

Hi. I just wanted to say, gosh I’m getting quite emotional, I just wanted to say how grateful I am for everything you're doing. And it's absolutely amazing how much love you put into your profession. You go above and beyond every single day. And I haven't got enough words to say thank you. You’re doing such a wonderful job. And don’t listen to the trolls, don’t listen to the idiots, don’t list to the anti-vaxxers. Without you, where would we be. We would be lost. And I would be eternally grateful for everything you do. Thank you. Keep safe. God bless.

Speaker 7

I just want to say a massive thank you to all of you who do such a fantastic job. It's really difficult. You all need to keep going. We will find a way out of this mess. Just take care.

Speaker 8

In the past 12 months, my 11 year old has had two major surgeries and my father has been diagnosed with pancreatic cancer. I have been to one GP practice and three different hospitals and I am so grateful to everyone who's there and I am so thankful every member of staff that’s listened and tried to make the experiences as easy as possible.

Your skills and your patience have made a difficult year easier to bear. I can't imagine how hard it's been to keep going over the last two years, but please know, you are appreciated and I thank you from the bottom of my heart. And I'm sorry I couldn't say it without crying, but really, really, thank you.

Speaker 9

Hello. My name's Olivia.

You guys in the NHS have been looking after my dad. He's very elderly, he's 88 and he's been very poorly with quite rare infections and he needs regular dialysis. In spite of being, obviously, in his last few months, you guys have cared for him like he matters as much as a ten year old or a twenty year old or anybody of working age. You've been unfailingly civil and polite and more than that, caring and professional.

And I just want to say, you guys are doing an amazing job. Keep going. We do all care about you. I'm sorry if you feel we don't. So, I will do more, my end to make sure that everybody feels our appreciation for the amazing job you're doing. Keep going. We love you all. Bye bye.

Speaker 10

Hello my names George. Back in 1995, you helped ease the passing of my father who sadly died from cancer. And then four years ago you helped look after my mum who’d come into the hospital with a stroke. She was very, very ill indeed. And you helped… helped her final days pass in dignity. And I just want to say thank you.

I still think about my mum and my dad, even now., you wouldn't think it would hurt so much, but it does. My wife has lost both her parents and I can tell you the loss of a parent is the most painful thing can you have happened to you next to the lost a child. So, I just want to say thank you. Thank you very much indeed. Bye bye.

Speaker 11

Everyone should appreciate you what you're doing is marvellous. I felt the benefit of it several times and I have so much thanks for you. On the whole I do not know what we would do without all you do. Bless you all. Thank you.

Speaker 12

Hi, my name is Elle. I've been through a struggle this year and the NHS has really helped me. I got diagnosed with HIV and depression. And I’ve also got a divorce girl dermatological problem. But all the help I’ve received has been amazing. I've been hospitalised three times and I just can't thank you enough. So, thank you much appreciated, I hope you’re all ok.

Speaker 13

I've tried over and over to.Make this message. I'm no good with words at all. I'm more of an action person, but I couldn't. Let another day go by without saying how grateful I am to all of you for everything that you've done. I can't. Imagine how you must all be. Feeling.

But there's one thing that. You should feel and remember is to be so proud for everything that you've done. How you've helped people. I just. I just haven't got the words. But please understand that you are appreciated and loved. By so many people.

And probably people won't ring and leave messages as much just as they would like to, purely because. There aren't the words. That just aren't the words.

Speaker 14

Hey, guys, this is Richie, this time last next year - I just looked on my phone – I was in intensive care, suffering really badly with Covid. Intubated, I was in there for nearly seven weeks and then had to go to a rehab ward. A year later, I’m sat in my conservatory looking at the stars, thinking how lucky I am that there's so much great people out there looking after us when we get poorly.

It's been a really tough year for me and I know it's been an amazingly tough year for you guys, but I wouldn't be here without you. I really, really believe that you rescued me. You saved my life. And this year I am only sat here because of you and the fact that you can ever work. Despite all the difficulties working with Covid, despite all the pressures working in NHS and the fact that we don’t recognise you enough.

So, I thank you so much. I owe you my life. I hope the shift goes okay. But from the bottom of my heart I owe you my life. Thank you so much for being there when we need you the most. Bye bye.

Speaker 15

I just wanted to say to all my NHS brothers and sisters, keep going. I work in the NHS. It's been a really difficult couple of years. Just listen to some of the other messages and it's one of the most emotional things I've done. I hadn’t quite realized how much I needed to hear some of those things, so I felt compelled to give my message and say thanks to everyone who left the message already.

Thank you to my work colleagues and friends and family for helping me through the last couple of years, coming in, tying up, doing the job every day, keep moving. I'm so proud of all of you. I love all of you. Keep going. It's what we do.

Speaker 16

I can't really express how much I admire, respect and appreciate all the work you do for all of us every day that you go to work.

So come bless you. Whoever your God is. I really do love what you've done and what you continue to do. And many of my friends and family do too. And I'm sure that they’ll leave a message of support for you because without you, we don't have anyone looking after us. You're amazing. Thank you.

Speaker 17

Hi there. Bertie was diagnosed with ALL leukemia when he was three and a half years old. Since then, he's received treatment over the last three years from amazing staff in Bristol and Bath, and he's very close to finishing. He finished his treatment in two days and he wouldn't be here. We wouldn't be able to cuddle him. We wouldn't be able to love him, give him the support and encouragement that he needs.

We wouldn't see him turn from a little boy into a young man if it hadn't been for the help and support the NHS has given us. Thank you so much for all that you do. We will never, ever be able to repay what you've given us.

Speaker 18

Every single person I know thinks you are wonderful and you saved my friend's life. And I know you would save mine. Gosh, I did not know I was going to cry. You are amazing. Okay, bye. Take care of yourself.

Speaker 19

The NHS is saved my life and has helped me through many mental health crises. I'm 16 years old and they've been helping me since I was like 14, and I genuinely wouldn't be alive without the NHS. You guys are so amazing and so strong and you know, the world is so proud of you and I really wish we just give everyone working for the NHS a massive hug because you guys don't get enough credit and you're doing amazing. So I'm sending lots of love and hugs to anyone who's reading this message.

Speaker 20

Hello. Without our NHS I'd be dead if I'd had my accident anywhere else, I wouldn't have been able to afford the life support.

All the operations I've had even through lockdown. So seriously then I just. I wouldn't be here. So thank you. Thanks for everything you do. I'm starting to feel a bit tearful even leaving this message. I've had two lockdown babies and I have two other children who've lived through this pandemic and I see what you're doing to help keep the world safe for my little people. And I can't thank you enough. I hope I did the best I could by going out there and getting vaccinated as quickly as possible, and thank you for being there to give me that vaccine. Thank you to all of those midwives who kept on staying cheerful through this pandemic to bring my two beautiful little boys into this world.

And thank you for all of you who were on those COVID wards. I really hope I never in understand, but I know what you're giving up to try and keep everybody safe. I know I can't offer a pay rise, I don't have that kind of money. But if I could, I would.

And I know it's not the recognition that you need or deserve. So I want you to know how grateful I am to every single one of you who's kept my family safe during this. My two year old son is the happiest little chap. He has no idea what's going on, and that's largely thank you for all of the sacrifices you’ve all made. Thank you very much. From me, Finley and Oakley. Those are my two babies. Bye

Words alone cannot express how much we are grateful for what you do, for everything the NHS does from frontline to administration, up, down, cleaning the floors, everything. We as a country would be so much less without you. Thank you for your time. Thank you. So much.

Speaker 22

Hi. My name is Kirsty. I'm from London. I just wanted to say thank you for everything you have done before the pandemic, during the pandemic, and hopefully after the work that you do has saved my brother's life, my mother's life, and my father's life. Without you, I would not have a family. I'm sure that you would like to be recognized better in your own services.

Speaker 23

Apart from campaigning, this is all I can offer you. My sincere and ongoing thanks and appreciation. Keep your chin up. Keep going. Thank you for staying and you will never know what your work means to people. Thanks.

Speaker 24

Hi my name’s Paul. Just wanted to say thank from the bottom of my heart for everything you are doing for the country. You're doing a hell of a lot more than… the government has let you down, let us down, let everybody down. But it’s you that’s keeping us going. We all love you so much. Your support, your caring is just beyond words.

Speaker 25

I just want to say my own personal thanks. I love you all. Keep fighting and keep strong. Stay safe and God bless you all.

Speaker 26

Oh, my goodness. Where to start? Other than to say you are all amazing. Just amazing here at mine. And I probably would not be alive for all kinds of reasons without people like you and every one of you, from frontline to back rooms to the porters to everybody keeping this amazing service going without the support you need, which makes me very angry, but mostly.

Speaker 27

I'm just so emotional that this even this opportunity to say thank you like this even exists. And I just think you're all incredible. And I can't imagine what you've gone through. I mean, I'm in tears just thinking about it. But you are living it. You are living it, and you are some of the bravest people I know. And whatever you’re going through and whatever you’re feeling…

Speaker 28

…my God, it's okay. It is so human and it's incredible. So please, please, please look after yourself. Take care and remember that for all the madness out there, there are a hundred more amazing people who just think you're fantastic. So take care and take a deep breath. Give yourselves a hug, take whatever goodness there is in life and take it right into your hearts and carry on being amazing. Okay, thanks for this, bye bye.

Speaker 29

Hello you beautiful NHS people. In January 2021 I was put into an induced coma for COVID, but I got home to my children and my husband on March 19th, 2021. I'm so grateful for you all. We are living a happy, safe life and we're so grateful. Here’s Betsy.

Speaker 30

I'm grateful for everyone at work and for the NHS because of their super duper talent saved my mummy from Covid 19 and that I'm very grateful for everyone that's in the NHS.

Speaker 31

So stay safe, look after yourself and thank you very much. And we're, we're sending our prayers and thinking of you all. And we love you. Bye. Say Bye. Bye. I love you.

Speaker 32

Hello. Thank you for taking such good care of my best friend. She. She died at 42 years of age, a brain tumor, leaving four young children behind. Her name was Cara. And you gave her extra months and I'll be forever grateful. Thank you for being there for us. We're very, very, very grateful.

Speaker 33

This is a message for the cleaners, the porters, the ambulance staff, the nurses and the doctors. Thank heavens for you. You are the only people that have got us through. You will never understand just how much you are appreciated and loved. Thank you.

Speaker 34

Thank you so much for the extra 410 days you gave me with my beautiful Emily. It meant she got to turn 18. She got to see her sister blow out the candles on the sixth birthday, and she got to start uni, which was a big dream to study medicine. Thank you. Thank you so much. I'm eternally grateful.

Speaker 35

Thank you all for your wonderful, wonderful care. I have beyond words and admiration for you. You’re all terrific. Thanks very much. I'm from South Africa and I was rushed into emergency. The care I received, professionalism and and just general charm of everyone under highly stress circumstances was amazing. As I say, you're unbelievable. And my admiration is beyond. Thank you.

Speaker 36

Say Thank you. Our NHS is carried by people like you. Oh, I’m emotional talking about it. Thank you so much, bye.

Speaker 37

Hi, guys. Um, I just wanted. My name's Lottie. I'm a mum. I've got two young kids and I have had some mental health struggles during the pandemic. And people like yourselves have really made sure that in spite of all of the really big stuff that we've faced that the other things haven't been neglected. And I just wanted to thank you for keeping us all going and being that reassuring look or arm or always being there no matter what, and putting other people first.

Speaker 38

Other than the mental health stuff, you guys have helped with things like my son couldn't walk on his leg and he had to be admitted to hospital. My other son got a really bad virus and had to be admitted. I've broken my leg during the pandemic and not once have I ever felt like we shouldn't be there or that we weren't deserving of your care.

Speaker 39

I struggled to find the words. I just want to say how grateful I am. And if you ever feel like it’s hopeless, please call this hopeline because I'm sure it's full of people just wanting to share their love and appreciation. And I've decided I'm going to leave a message every single day that this this line is open. So be back tomorrow. Take care and have a good week. Okay, bye bye.

Speaker 40

This is a message from all the fantastic key workers, especially in the NHS, the GMB trade union here in the north west Derbyshire region. Just like to say a massive thank you and let's work together. Keep going. What you're doing is fantastic. We love you lots, bye.

Speaker 41

Hi, guys. Yeah, I just wanted to say thank you so much for all of the hard work you guys have been doing for the last 18 months or so. I have been a flatmate to a paramedic in a London ambulance service and I've seen him come home with every single emotion possible. In the last 18 months. He's been incredible. The work you've done, the hours that you put in, the things you have to deal with, you know, unimaginable things. And I've seen him grow as a person and he has done amazing, amazing work.

And obviously and you just get to see him because he's my flatmate, but I'm sure every one of you frontline staff, NHS workers, nurses, everyone involved. You guys done an amazing job and I just pray for you guys every night and I just hope that you'll be rewarded in the future. Thank you.

Speaker 42

My name is Angela and I want to reach out to the amazing nurses and Staff at Nuffield Hospital in Stockton. I got Covid in April 2020 and that meant my deepest, darkest, scariest moment. The nurses you were there for me and I will never forget the two amazing nurses that looked after me. In a way, Laurel and Hardy. I hope one day that I meet them again to say thank you. And to the amazing girls and guys that sat with me took masks off to hug me when I was at my darkest moments when I was told I wasn't going home.

If it wasn't for you and your encouragement to make me live, I don't think I would have done. And I will ever, forever, forever be in your debt. To my beautiful blue eyes and our girls and guys and my Viking warriors that were there. They know who they are. I just love them. And thank you. Thank you so much.

Speaker 43

Please don't think you're unappreciated or forgotten. Your love and compassion has saved so many lives. I just would like just to let you know that so many people are so very grateful and appreciative of all your dedication, your immense courage, your sacrifices and determination in appalling circumstances. You are all everyone's real heroes. Thank you.

Speaker 44

Hi there. My name's Anne. I just wanted to say a huge thank you really on behalf of everyone. I wanted to thank you for all the hands that you've held when people's loved ones haven't been able to be there. And also the care you've given people. And I want you to think about when you're feeling flattened down, think about the real difference you make in patients lives, and not just to the patients as well, but to their relatives and all the people that they…that love them. And and also the ripple effect that has all their or their loved ones and their friends. So I think when you look after a patient, you not only look after them, but you look after their loved ones and their loved ones and their friends. So thank you so much for everything that you do.

Speaker 45

I’m a severe asthmatic and I’ve been in and out of hospital, throughout Covid. So I've seen it up and down throughout the ways. I've seen the stress that your colleagues have been going. And the brave faces that they put on, holding hands of people that are losing their lives. And in talking to your colleagues and hearing their stories about what they've gone through. They just… you’re all just remarkable people.

Speaker 46

Hello. I imagine if you're listening to this right now, you're probably having a bit of a rubbish shift. And I'd just like to let you know that I really value what you do. You really are the best of us. And I can't tell you how much we appreciate everything that you do for us. I honestly couldn't do your job, and I want to let you know that I really appreciate it. And, you know, keep doing what you're doing. We can do without you. Thank you.

Background:

The UK's National Health Service (NHS) is a universally admired institution, providing free healthcare to 60 million people since its establishment in 1948.

However, the COVID-19 pandemic has taken a heavy toll on 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, we launched Hopeline19, a free phone service for leaving messages of support for frontline workers, on Emergency Services Day in 2021.

Despite initial success, it became clear that more support was needed. A perfect storm of factors, including a cost of living crisis, inflation-driven pay squeeze, and increased demand for services, meant that frontline workers required urgent assistance.

A new way of providing instant support for 3 million frontline workers was needed.

Describe the Impact:

Hopeline Radio has had a significant impact on the mental health and well-being of frontline workers in the UK's National Health Service (NHS).

Through strategic media partnerships, 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 over 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.

Hopeline Radio has demonstrated the power of media and creativity to connect people with valuable resources and services, and highlights the potential of audio platforms to drive social impact.

Please outline the innovative elements of the work

Hopeline Radio is an innovative mental health radio station that delivers instant support and positivity to frontline workers in the UK's National Health Service (NHS). The station operates 24/7 and provides a constant loop of positive messages, easily accessible to staff in hospital waiting rooms and break rooms. Hopeline Radio also uses targeted audio ads to reach its audience and directs listeners to Frontline19, a charity that provides free therapy and emotional support to frontline workers. This comprehensive approach to mental health and well-being shows the power of media to inspire, educate, and change lives. Hopeline Radio is an excellent example of how media can be creatively used to support and uplift those who are doing the essential work of keeping our communities healthy and safe.

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