An anti-violence campaign featuring children of NHS staff has been launched at Sandwell and West Birmingham NHS Trust.
The #BeKind campaign aims to tackle threats of physical and verbal abuse towards staff who work at the Trust, particularly within the Emergency Department at the Midland Metropolitan University Hospital.
Several young children of staff who work within the adult and paediatric A&Es were photographed at various locations within the hospital, including the paediatric emergency department.
One such child featured in the campaign is four-year-old Bella, daughter of Emergency Department Matron Michael Brennan. He said: “We are frontline staff who work incredibly hard to provide care for patients who come through our doors in need of life-saving care, and those who work here should not have to tolerate violence of any kind.
“I’ve been subjected to physical and verbal abuse several times, including one recent incident where the perpetrator was arrested and charged with common assault. He was found guilty and sentenced to 20 weeks in prison.”
“This campaign should hopefully remind everyone that we are not just healthcare workers, we are people with lives and families that are negatively impacted by abuse that we receive.”
Artwork featuring staff members’ children can be seen at the entrance of the Emergency Department off Grove Lane, Smethwick, as well as within patient waiting areas and digital signage across the building.
An annual survey of NHS staff in 2024 found that 1 in 7 had experienced physical violence from patients or members of the public.
Since the start of 2025, the total number of reported incidents of physical and verbal abuse at the Trust is 1,435.
Almost 50 per cent of these incidents occurred in the Emergency Department.
Head of Facilities Management Ian Oliver said: “Every member of our team comes to work to care for others, not to be threatened or harmed. Behind every uniform is a person, and behind every person is a family. This campaign is a powerful reminder that kindness costs nothing, but it means everything.
“The #BeKind campaign is just one part of a much wider commitment by the Trust to tackle violence and aggression. We are continuing to invest in a range of measures from expanding CCTV coverage across our estate and improving data insights to ensure security resources are in the right place at the right time, to enhanced training for staff managing challenging behaviour.
“Most importantly, we are taking a firmer stance in pursuing convictions against those who harm our colleagues. Abuse is never acceptable and we will continue doing everything we can to protect our people.”