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Friday, 25 September 2020


Three celebrities voice new ad campaign to support Our Frontline

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GERAINT Thomas, Adele Roberts and Hussain Manawer have provided separate voiceovers for a nationwide advertising campaign for Our Frontline, the collaboration of leading mental health charities giving round the clock support to those employed on the frontline. The ad campaign, launched today, encourages NHS workers, carers, emergency services staff and all other key workers to use the support available if their mental health is under pressure during the coronavirus pandemic.

Samaritans, Mind, Shout85258 and Hospice UK recently launched Our Frontline to provide round the clock, 1-2-1 support and online mental health and bereavement resources to key workers during the coronavirus pandemic. The Royal Foundation of The Duke and Duchess of Cambridge is formally supporting Our Frontline and helping to ensure that frontline staff and key workers in need of help are aware that the services are available through www.ourfrontline.org.

The advert premiered on the Kensington Palace social media channels and launched on other partners’ channels immediately afterwards. The advert will also appear across on-demand TV, with a supporting campaign across digital screens in train stations, roadside displays and on social media.

British rock band Duran Duran has supported Our Frontline since its launch and the band members have provided the 1993 classic ‘Ordinary World’ as the soundbed for the commercial.

Tour de France winner, Geraint Thomas, has delivered one of three voiceovers for the advert, which encourages key workers to use Our Frontline to access support. Radio 1 DJ and ‘I’m a Celebrity Get Me Out Of Here’ contestant Adele Roberts, a long time campaigner for young people’s mental health, has also provided a voiceover, along with spoken-word poet and mental health campaigner, Hussain Manawer. Key workers can call or text a trained volunteer and access specially developed online resources, toolkits and advice to support their mental health and emotional wellbeing through this challenging time.

Speaking when Our Frontline launched, His Royal Highness The Duke of Cambridge said:

“Over the past few weeks, millions of frontline workers across the UK have put their physical and mental health on the line to protect us all during the Coronavirus pandemic. Every day they confront traumatic situations at the same time as having to contend with their own worries about the risks to themselves and their families. That takes a real toll, and as I’ve seen for myself through my work with the Air Ambulance, without the right support at the right time the challenges they face will only be greater. Catherine and I, together with The Royal Foundation, will do all we can to support Our Frontline. This work will be our top priority for the months ahead.”

Mind, Samaritans, Shout and Hospice UK will be working with employers, charities and representative groups to support key workers now and during the months ahead to make sure we look after and then rebuild the mental health of our frontline workers, alongside our economy and society.

Visit www.ourfrontline.org to find out more.

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