Bringing light on the darkest nights, to those who need it most

Healthcare professionals face seven times higher suicide rates than the general population. Stigma, long hours, dark nights, and lack of time with loved ones contribute to 43% experiencing significant stress. This huge, ongoing issue that is amplified during winter, is left to be tackled one layer at a time.

While we couldn’t solve the problem overnight, we aimed to brighten the darkest night of the year for healthcare professionals (HCPs). By projecting hundreds of personal thank-yous onto hospitals and commuter routes, we surprised HCPs ending or starting their shifts. Our touching messages reminded them they weren’t alone, while also highlighting a critical issue within the healthcare industry. Acknowledging this problem is essential for breaking down barriers that prevent HCPs from seeking help.

The campaign brought light to what should have been one of the darkest days in the UK, making HCPs feel appreciated and pointing them in the direction of mental health charity, Doctors in Distress, should they need support.

Our reach was further amplified by over 2.3 million impressions on the supporting social media campaign. The campaign had stopping power with many healthcare professionals staying to read multiple messages, and in some cases creating a highly emotive reaction.

There was an uplift of 300% in searches for Doctors in Distress.