“It could happen to anyone”: New Hospitality Action ad campaign unveils shocking images of renowned chefs

By Emma Eversham contact

- Last updated on GMT

“It could happen to anyone”: New Hospitality Action ad campaign unveils shocking images of renowned chefs

Related tags: Hospitality action

A new ad campaign by industry charity Hospitality Action is aiming to highlight the range of issues hospitality workers can face by using images of renowned chefs in trouble. 

The UK wide campaign depicts Jason Atherton (a Hospitality Action patron and trustee) struggling with an addiction, Angela Hartnett illustrated as a victim of domestic violence, Tom Kerridge portrayed as someone suffering with a critical illness, Heston Blumenthal, a principal patron of Hospitality Action, portrayed as suffering a serious injury and Ashley Palmer-Watts shown as a sufferer of depression.

Hospitality Action chief executive Penny Moore said using shocking images would hopefully turn some heads. 

"We want people to stop and look at it with the message being 'it can happen to anyone'," she said. "That's why we've used these chefs' faces because are recognisable. The images are also quite shocking and will really make people take notice." 

Last year Hospitality Action's Employee Assistance Programme gave 80,000 employees from 70 different companies the chance to access 24/7 support and assistance and the charity spent nearly £600k supporting 1,790 people in need.



Moore said the aim of this hard-hitting campaign was to show that there was support for members of the industry, past and present, who had been affected by a range of factors, from illness to redundancy or alcoholism. 

"Some people just carry on and don't realise there is help out there," she said. "We hope the campaign will raise greater awareness of the charity and highlight how we can help industry employees to find the right solutions to the problems they’re facing.”

Established in 1837, Hospitality Action provides a lifeline for current and former hospitality industry workers who find themselves in a crisis, either at work or in their personal lives, and offers support, financial aid, education and advice.  


Atherton, who is hoping to raise £100k for the charity​ through Hospitality Action Sundays, said: “The support and assistance Hospitality Action gives is invaluable. The charity offers aid, kindness and understanding when people are often at their lowest and most vulnerable and this is a real life changer for many, myself included, and cannot not be underestimated."

To donate to Hospitality Action text Chef15 £5 to 70070​ 

For more information about the charity, visit www.hospitalityaction.org.uk​ or call 020 3004 55004.

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