Mental health trust launches preventative campaign to protect staff from abuse

Kent and Medway Mental Health NHS Trust has launched a new poster campaign to combat violence, aggression and discrimination towards its staff. The public-facing initiative combines visible messaging with staff training and clear behavioural accountability processes, aiming to prevent incidents and create a safer, more respectful working environment for frontline teams.

While similar zero-tolerance messaging is used across the NHS, the trust’s campaign has been shaped by local staff feedback and workforce data showing the continued impact of abuse on frontline mental health teams, particularly in inpatient and crisis care settings.

The campaign communicates a clear message: discrimination and disrespect will not be accepted. Where unacceptable behaviour occurs, appointments may be ended, incidents may be recorded on care plans, or matters may be reported to the police. 

The posters also highlight the human impact of abuse, reminding patients and visitors that every staff member is someone’s mum, dad, friend or child and deserves to be treated with dignity and respect.

Yasmin Damree-Ralph, Diversity and Inclusion Manager at Kent and Medway Mental Health NHS Trust, said: “This campaign is about setting clear expectations and visibly supporting staff. By linking public messaging with allyship training and clear processes, the trust is taking a preventative approach that promotes safety, respect and inclusion for everyone.”

The initiative responds to workforce data showing both progress in representation and continued disparities in staff experience. The trust’s workforce is increasingly diverse, with strong representation from global majority groups and disability declaration rates exceeding the NHS average. However, staff survey findings continue to show reports of harassment, bullying and abuse, particularly from patients and visitors, with disproportionate impact on younger staff and those from minority groups.

The posters form part of a wider, system-wide approach that integrates staff training, leadership development and behavioural accountability. Allyship training has been delivered to more than 300 staff across 14 wards, equipping teams to recognise discriminatory behaviour, challenge it appropriately and support colleagues who experience abuse. Trauma-informed practice is embedded to ensure responses remain calm, proportionate and consistent.

In response to staff feedback, the trust is also introducing a pre-recorded message on its external phone lines, starting with NHS 111 (press 2 for the urgent mental health helpline). The message will act as a clear pre-warning to callers, reinforcing expectations of respectful behaviour. 

Operationally, the campaign is supported by the Respect and Safety Behavioural Accountability Process (RSBAP), which provides clear guidance for managing incidents. This includes empowerment cards to address behaviour in the moment, consequence letters where required, and multidisciplinary review panels for repeated or serious incidents. Restorative approaches are also being piloted to reduce recurrence while maintaining clear consequences.

Nathan Vasudaven, Ward Manager of a psychiatric intensive care unit at Kent and Medway Mental Health NHS Trust, said: “The posters give staff confidence to address behaviour early and calmly. They help patients and visitors understand that respectful communication is essential to safe, compassionate care. We understand that times can be challenging, but sometimes people need a reminder that we are all human.”

Together, the posters, phone messaging and empowerment card process establish consistent behavioural standards across all points of contact. By aligning public messaging with operational processes, the trust is shifting from reactive incident management to a preventative model that supports staff safety, confidence and a culture of respect across mental health services.