Choose Kindness: supporting safer, more respectful care at King’s
29 August 2025 - King’s College Hospital NHS Foundation Trust has launched a new campaign, Choose Kindness, to help tackle violence, abuse, and aggression in our hospitals

Sadly, incidents of violence and abuse towards NHS staff are all too common. These behaviours can have a lasting impact on the health and wellbeing of staff and affect their ability to care for patients. Our hospitals should be safe, respectful places for everyone – patients, visitors, and staff alike.
The Choose Kindness campaign has been developed using feedback from both patients and staff. It aims to reflect the compassion and kindness that are central to the NHS, while also sending a clear message: violence, abuse, and bullying will not be tolerated.
Tracey Carter, Chief Nurse and Executive Director of Midwifery at King’s, said: “There is absolutely no excuse for violence, abuse, or bullying at King’s. Our Choose Kindness campaign is a clear and visible stand against unacceptable behaviour – and a reminder that kindness must go both ways. We are committed to protecting our staff and creating a safer, more respectful environment for everyone who comes to our hospitals.”
You will start to see campaign posters and messages across our hospital sites over the coming weeks. They are designed to remind everyone who uses our services that kindness and respect are vital to the way we work, and that aggressive or abusive behaviour is never acceptable.
At King’s, we are proud of the care and compassion shown by our staff every day. By choosing kindness, together we can make our hospitals safer, more welcoming places for all.