King’s launches new anti-violence and abuse campaign

01 October 2025 - “We believe that no member of staff should feel unsafe at work – ever.”

King’s College Hospital NHS Foundation Trust has launched a new campaign highlighting the impact violence and abuse towards staff, and asking the public to choose kindness.

Violence and abuse towards NHS staff are common. These behaviours can have a lasting impact on the health and wellbeing of staff, and affect their ability to care for patients.

The Choose Kindness campaign launched at King’s this month has been developed using feedback from both patients and staff. It aims to reflect the compassion and kindness that are central to the NHS’s core values, while also sending a clear message that violence and abuse will not be tolerated.

Violence and abusive behaviour towards NHS staff, particularly in Emergency Departments, is a serious and ongoing issue. At King’s, staff in both Emergency Departments (King’s College Hospital and Princess Royal University Hospital) experience incidents of violence, aggression and abuse almost every day. These not only harm the individuals directly involved, but affect the whole team.

Helena Clay is a senior nurse in the Emergency Department at King’s College Hospital. She has noticed a rise in incidents, particularly since the COVID-19 pandemic.

Helena said: “There’s been an increase in frustration from patients and relatives, which can cause a tinderbox of tension.”

“Verbal abuse happens daily, but the anger is misdirected. Shouting at us won’t improve waiting times. We’re just trying to do our jobs and help,” she added.

Helena has experienced physical abuse and witnessed an attack on a colleague.

“I was unprovokedly punched in the face by a patient. My case went to court and the patient was sentenced – but it left me with battle scars”, she said.

Helena added, “In another case, I thought a patient was going to kill a colleague. He repeatedly punched her until our team intervened. The nurse no longer works in nursing. While incidents like this are rare, they have a lasting impact. Even verbal abuse can leave deep scars.”

Professor Clive Kay, Chief Executive, said, “We believe that no member of staff should feel unsafe at work – ever. We are committed to protecting our colleagues and creating a safer, more respectful environment for everyone who comes to our hospitals.”

Tracey Carter, Chief Nurse and Executive Director of Midwifery at King’s, added: “Our Choose Kindness campaign is a clear and visible stand against unacceptable behaviour – and a reminder that kindness must go both ways. Our hospitals should be safe, respectful places for everyone – patients, visitors, and staff alike.”

Campaign posters and messages are visible across the Trust. They are designed to remind everyone who uses King’s services that kindness and respect are vital in all interactions, and that aggressive or abusive behaviour is never acceptable.