Patients are in line for a hard-hitting message to treat healthcare staff with respect when they walk into Bradford's hospitals and GPs' surgeries.

A shocking poster depicting a badlybruised nurse will remind patients that healthcare organisations have a zero tolerance policy to abuse of staff.

The posters, being displayed in Bradford Royal Infirmary, St Luke's Hospital, GPs' surgeries and health centres across the district have been produced by the Telegraph & Argus as part of our End the Abuse Campaign.

The campaign - backed by Prime Minister Tony Blair and Health Secretary John Reid - was launched after figures showed more than 400 staff at Bradford's hospitals had suffered violence or intimidation by patients or their families in the six months to October last year. Incidents of aggression against staff had doubled in just six years.

T&A editor Perry Austin-Clarke joined Bradford Teaching Hospitals NHS Foundation Trust's assistant director of non-clinical support services Karen Snape and staff at BRI yesterday to hand over the posters.

Karen Snape said: "We think the campaign has been very successful so far and made a difference by educating people before they even come into the hospital. People now know we operate a zero tolerance policy and the posters will help to educate people about what is acceptable behaviour and what is not.

"The problem is not just confined to A&E. It happens in the corridors and the grounds. We have a lot of verbal abuse and aggressive behaviour and occasionally physical assaults."

Health bosses stress that while healthcare and support staff help people, there is no excuse for verbal or physical abuse - which not only affects staff but also has an impact on other patients.

Kath Priedavs, who is a matron at BRI, said: "I think the campaign is really good. When we are with members of the public in volatile situations, with people who are bereaved or upset about relatives, they are not themselves so they can be snappy. Because we are on the front line we get a lot of that heat.

"We are here to help people and the nurses feel really stressed because they are working hard and we are shortstaffed and the last thing you need is someone shouting and bawling at you when you are trying to do your job.

"The posters are fantastic. They will help to raise awareness with the public and if the public know how we feel and are more aware, it will help. The problem is more prevalent in A&E but it happens across the hospital. Everyone is exposed to it."

Mr Austin-Clarke said: "Any abuse of healthcare professionals who, after all, are there to administer care and treatment, is totally unacceptable.

"The people who look after us when medical intervention is needed have a tough enough job as it is and they do it with great skill and sensitivity. The last thing they deserve is abuse of any kind and we hope that these posters will help to give anyone entering healthcare premises a stark visual reminder that aggressive behaviour is out of order."

The Royal College of Nursing (RCN), which is campaigning with health union Unison for legislation to make assaults against healthcare staff a specific offence, welcomed the posters.

RCN regional officer Susan West said: "Any local media support to highlight this campaign to the public is of benefit to both patients and staff. Abuse against healthcare staff is just not acceptable.

"We recognise people are ill and frustrated but staff are endeavouring to do their best for patients. Violence and aggression against staff just takes care away from other patients."

The Primary Care Trusts (PCTs), which run GP and dental services, also welcomed the strong message.

Director of Primary Care for Bradford South & West PCT Helen Broadbent said: "Although we know there aren't large numbers of reported incidents of abuse in primary care, many staff put up with verbal abuse from patients and don't report it.

"Any kind of abuse impacts on their ability to do their jobs well and they shouldn't have to tolerate it. We welcome the T&A's campaign to help patients get the best out of the health services they use."