PUBLIC SECT0R: Campaign to cut violence against ambulance staff

The London Ambulance Service NHS Trust has launched a fresh PR push in its campaign to halt violence against crew members.

The integrated PR and ads push is the first since the campaign's launch in December 2000 and has been taken after a failure to reduce significantly violence against members.

The media relations campaign, which launched this week, includes latest figures showing that between January and March this year there were 130 reported cases of physical violence towards staff and almost 400 reports of verbal abuse.

The campaign, which includes ads on London radio stations LBC and ITN Newsdirect, includes backing from Metropolitan Police commissioner Sir John Stevens.

Despite the lack of promotional activity for the campaign, a number of initiatives have taken place since its launch, including the appointment of a staff safety officer and the introduction of self-defence training.

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