Leading chefs in hard-hitting Hospitality Action campaign

A dramatic advertising campaign featuring some of the country's most accomplished chefs was unveiled by Hospitality Action (HA) patron and trustee Jason Atherton at the Cateys on Tuesday night.

The hard-hitting adverts include Atherton, Tom Kerridge, Angela Hartnett, Heston Blumenthal and Ashley Palmer-Watts having fallen on hard times, and hopes to raise awareness for the charity's work while also raising funds. Carrying the strapline ‘It could happen to anyone', the adverts encourage donors to text Chef15 £5 to 70070.

The UK-wide campaign depicts Atherton struggling with an addiction, Hartnett illustrated as a victim of domestic violence, Kerridge portrayed as someone suffering from a critical illness, Blumenthal, principal patron of HA, portrayed as suffering a serious injury, and Palmer-Watts shown as a sufferer of depression.

HA CEO Penny Moore commented: "The emotive and powerful images capture very real problems that afflict people in this industry, while the slogan drills home the message to those working in or associated with the hospitality industry that it really could happen to anyone.

"In 2014 we spent almost £600,000 supporting 1,790 people in need. 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."

If you would like to make a donation to Hospitality Action text Chef15 £5 to 70070.