Embedding compassion and communication into every patient interaction.
1. Background and Purpose
Poppy’s Promise is a compassionate care initiative introduced within this Trust to enhance communication, respect and empathy across every aspect of patient care.
The initiative was founded by Katie Russell, following the loss of her daughter Poppy, who tragically died at just twelve hours old due to failures in care and communication.
Born from that experience, Poppy’s Promise serves as a powerful reminder that while clinical skill saves lives, it is compassion, listening and respect that define the quality of care and human connection.
By embedding this promise across our organisation, we ensure that no patient or family ever feels unseen, unheard, or uncared for.
2. What is Poppy’s Promise?
Poppy’s Promise is a five-stage framework that supports NHS staff to provide care that is compassionate, consistent and patient-centred.
It aims to create a culture where empathy and communication are prioritised at every level — from education and recruitment, to daily patient interactions.
At the heart of the initiative lies the C.A.R.E. framework, which outlines four guiding principles for staff to follow.
3. The C.A.R.E. Framework
C - Care: Show genuine kindness, empathy and compassion in every action and conversation. Remember that small gestures often have the biggest impact.
A - Acknowledge: Listen actively. Make eye contact, use names, and acknowledge the individual’s feelings and concerns. Every patient deserves to feel seen and heard.
R - Respect: Treat all patients, families, and colleagues with dignity, honesty and patience. Respect lived experience and understand that trust is built through respect.
E - Empower: Involve patients and their families in decisions about their care. Communicate clearly, encourage questions, and ensure people feel informed and included.
4. Why It Matters
Poppy’s Promise is more than a framework — it represents a cultural shift towards human-centred care.
By adopting these principles, we:
- Strengthen trust and communication between staff and patients
- Reduce avoidable harm through better understanding and listening
- Improve patient experience and staff wellbeing
- Foster a culture of openness, empathy and shared responsibility
5. How to Apply Poppy’s Promise in Practice
Every member of staff has a role to play in bringing Poppy’s Promise to life.
Whether you are clinical, administrative or support staff, compassion and communication are part of everyone’s role.
In daily practice, you can:
- Take a moment before entering a patient’s space — centre yourself and focus on the person, not the task
- Use clear, respectful and kind language
- Listen without interruption and acknowledge emotions expressed
- Be honest and transparent, even when conversations are difficult
- Reflect after interactions — consider how your approach made the patient or family feel
6. Staff Responsibilities
All staff within the Trust are expected to:
- Uphold the values of Poppy’s Promise in all patient and colleague interactions
- Attend any training, workshops or refreshers provided as part of the initiative
- Support colleagues in modelling compassionate behaviours
- Raise concerns constructively when communication or respect fall short
Reflect these principles in both professional and personal conduct within the workplace.
7. Further Information and Support
If you would like to learn more about Poppy’s Promise, training opportunities, or how the framework applies to your area of work, please contact:
The Poppy’s Promise Foundation CIC
Website: www.poppyspromise.org.uk
Together, we can make every interaction an opportunity to care, listen and make a difference.
That is Poppy’s Promise.
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