ITV is encouraging schools across the UK to set a different kind of homework ahead of World Mental Health on 10 October as part of its ongoing ‘Get Britain Talking’ awareness campaign.
Developed with London agency Uncommon, this latest burst is centred around a 60-second hero film that asks parents to engage in meaningful conversations with their children about mental health.
The creative cites the cost-of-living crisis, the pandemic and troubling world events as significant factors impacting the mental health of young people across the country, which has declined in almost 40% of schoolchildren in recent years.
“ITV’s landmark Britain Get Talking campaign has led to over 100 million new or meaningful conversations since launch, but mental health having declined in almost 40% of British school children is a staunchly sobering statistic,” ITV director of social purpose Susie Braun said.
“This year, we’re continuing to focus on young people, as simply asking a child what’s on their mind can be key to them opening up and easing their worries. And this is homework for the adults too, so kids can finally get their own back! Come on Britain, Get Talking.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The campaign has also received celebrity support – with ITV presenters Ant and Dec fronting the campaign across the broadcaster’s portfolio, featuring in a ‘fun assembly film’ designed to help teachers explain the homework task to their pupils and parents or carers.
ITV will also run a special hour of Britain Get Talking programming on World Mental Health Day, introduced by Ant and Dec, including a Martin Lewis Money Show Live special as well as a Tonight exclusive with Susanna Reid, who will investigate children’s mental health and the importance of talking together as a family.
Uncommon Studio co-founder Lucy Jameson added: “There’s a natural inclination for parents to want to shield their children from bad news or scary headlines, but we know that children are already discussing – and worrying about – these issues with their peers.
“Whether it’s the cost of living, the pressures of social media, or the threat of climate change, it can be challenging for children – and their parents – to share their feelings with one another, which is why this campaign and the homework ‘task’ is so important.
“We are very proud to be working with ITV on the return of Britain Get Talking. We’ve paused the nation’s TVs and sparked over 100 million conversations, but this is our most ambitious Britain Get Talking campaign yet.”
