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Since the outbreak of the coronavirus pandemic The Laura Hyde Foundation has experienced an 88% increase in requests for help.
Those request come Umasking the from nurses, doctors, paramedics and other emergency service workers that require an acute, clinical response, compared to the same period in 2019.
This new campaign, directed by Kevin Thomas through Thomas Thomas Films, aims to raise awareness and appreciation of the mental toll of the outbreak on medical professionals, instead of just the risks to their physical health. Titled No Mask for Mental Health, the campaign aims to remind people that once lockdown lifts, and the risks of catching the disease begin to fall, life doesn’t simply go back to normal for those who’ve worked tirelessly to care for others under the most difficult circumstances. The film was created pro bono by a collaborative of multiple Havas UK agencies and was produced in adherence to the APA’s recommendation as per governmental guidelines.