The Listen Initiative

Health and social care are at a crossroads.

Frontline jobs in these sectors were never easy. They typically involve working long hours in demanding, high-pressure environments where lives are at stake.

But the pandemic has exacerbated these pressures and stretched systems and people to their breaking point.

Our research shows 50% of health and social care employees are considering leaving, or have recently left, their jobs. An employee retention crisis is unfolding.

Wage increases and bonuses are part of the answer, but the root issues go deeper than that. Staff in the health and care sector feel unsupported – and unheard.

To stay in their organization, they need to feel valued. Feeling valued starts with being heard.

Frontline workers need acknowledgement that their concerns are taken on board, their contributions appreciated, their insights recognized. They need to know that their voice matters.

It’s time to make changes that say ‘We hear you. We’re on your side.’

That's what this campaign aims to do.

Survey findings

Our research, led by Brandspeak, surveyed 1,000 frontline healthcare and social care workers over the age of 18.

We received a range of qualitative and quantitive data, including direct quotes from respondents data which influenced the direction of the campaign: amplifying frontline voices.

Design solution

Coming up with a respectful way to raise awareness and celebrate frontline voices was never going to be easy.

After brainstorms, iterations, scrapped ideas and do-overs we decided on a simplistic, typographic approach.

It didn't seem right to do anything distract from what mattered: amplifying frontline voices. We didn't want to talk over them – or for them.

'Listen' uses direct quotes from healthcare workers to express the power of listening.

When you look closely, you can see everyone's individual voice. When you step back, you see their unified message.

What can we do?

We wish there was a quick fix to these problems, but unfortunately, it's not that easy.

So what can we do?

We can be respectful and patient when using healthcare services.

We can listen to what they have to say, act on their words, show appreciation and spread kindness.