Something we love about this business is the interesting stuff you find out. For example, as summer turns to autumn there’s a huge increase in demand for doctors’ appointments as the number of people catching coughs, colds and flu rises dramatically. So far, so obvious. But what happens next is that more patients physically and verbally abuse practice staff at this time, typically spitting and swearing. Both are criminal offences and it was our job to create an integrated press and radio campaign, raising awareness to encourage reporting of incidents which would result in hefty fines for offenders. And so discourage this disgusting abuse.