In recognition of International Suicide Prevention Day, FCB Health New York debuted a pro bono campaign aimed at providing mental health support to a group too often overlooked: doctors. The agency says it's an effort to "heal the healers."
"Disappearing Doctors" is a microsite—created in partnership with Sermo, Haymarket Media Group and the National Suicide Prevention Lifeline—dedicated to providing space for the medical community to connect and seek support, "with the goal of removing stigma around the mental health issues our healers are facing," FCB Health New York says. The online community is comprised of more than 800,000 anonymous healthcare professionals across 150 countries.
In a recent survey of 4,500 global doctors by Sermo, one in three physicians said they knew a colleague who has died by suicide, and 64 percent said they would fear professional repercussions if they sought help for suicidal thoughts or burnout. The survey found that 98 percent of doctors said the issue of burnout—a state of cognitive, physical and mental exhaustion caused by sustained stress—is only getting worse, likely exasperated by the coronavirus pandemic that has overwhelmed hospitals. FCB Health New York, though, says the campaign has been in the works since before the pandemic.
“We want to amplify physicians’ voices so we can destigmatize mental health issues and work toward a solution,” says Mike Devlin, FCB Health New York executive creative director. “We’re asking the broader community to join us in this fight to heal our healers.”