New ‘Stop the Abuse’ campaign urges people in Norfolk and Waveney to be kind to health and care staff

25th May 2023

A powerful new health and care campaign has been launched in Norfolk and Waveney in a bid to tackle bullying and harassment and urges people to be kind to staff.

The aim of the campaign, which is being run by NHS Norfolk and Waveney on behalf of the health and care system, is to help raise awareness amongst patients and service users of the diverse workforce who care for our community and reiterate that abuse of any kind towards our staff is not tolerated.

The campaign, which features a range of clinical and non-clinical members of staff from health and care settings, will champion respect and inclusivity to improve exposure and cultural awareness of staff who are treating patients and service users across our health and care system.

It will also signpost people to the Norfolk and Waveney Equality, Diversity and Inclusion (EDI) resource hub where there are lots of resources that create an inclusive culture across our health and care system. It is vital that we create an environment where everyone thrives and where our workforce is supported and feel safe to provide the best care for our patients and service users.

Rebecca Wilson, Head of Inclusion for Norfolk and Waveney Integrated Care System (ICS) said: “Our workforce have been working incredibly hard to tackle the impact of the pandemic, and we understand that these are challenging and stressful times for everyone. However, abuse to our staff is never acceptable, particularly inappropriate behaviours being directed at our culturally diverse workforce.

“This campaign encourages more kindness and understanding from our local community, with the aim to make our health and care system the best place to work, live and receive care, where inclusion and compassion are standard.”

In addition to raising awareness, the campaign will feature two more phases later in the next 12 months focusing on the following themes: 

Respect – ‘seeing the person behind the uniform’. Recognising our workforce comes from all four corners of the globe to treat patients in Norfolk and Waveney and acknowledging them as named individuals and give them the respect they deserve.

World class workforce – we are a global majority’. Our workforce is truly a global force for good and their dedication leaves few in any doubt that they should be celebrated, respected, and individually recognised for the world class job they do.

The resources for this Campaign on anti bullying and harassment can be found at:

For further information, please visit the Norfolk and Waveney  EDI Resources’ Hub at: