A consultant who launched a campaign encouraging health workers to introduce themselves to patients has died after a five-year cancer fight.
Dr Kate Granger's ''Hello, My Name Is ...'' campaign was described as "inspirational" and won the backing of many politicians and celebrities.
She had the idea in 2013 while receiving treatment in hospital, when she said she made the ''stark observation'' that many staff did not introduce themselves to people before treating them.
Her husband Chris Pointon, who she credited with supporting her throughout the campaign, confirmed in a tweet that his wife had died on Saturday "peacefully & surrounded by loved ones".
Her campaign received support from Health Secretary Jeremy Hunt, NHS medical director Sir Bruce Keogh and former Top Gear presenter Jeremy Clarkson.
She achieved her goal of raising £250,000 for Yorkshire Cancer Centre just days before her death at the age of 34.
Dr Granger was admitted to St Gemma's Hospice in Leeds early this month, having tweeted days earlier: "I'm suffering too much at the moment. It's just day after day of endless pain. I just can't take it."
Following her death the hospice paid tribute, writing: "It was our privilege to care for Kate, Chris and their loved ones. You are in our thoughts."
Dr Granger, from Wakefield, West Yorkshire, was diagnosed with cancer in 2011 but described herself as an optimist.
Speaking last year she said: ''I really hope my legacy will be putting compassionate practice right at the heart of healthcare delivery every single day.''
Three days ago she thanked people for sending flowers and gifts but, after being inundated, asked them to donate to the hospice instead.
On Saturday Mr Pointon wished his wife a happy 11th wedding anniversary, adding: "I will always love you."
The couple took part in various fundraising efforts through the years, including completing the Leeds 10k last summer.