ITV’s ‘Britain Get Talking’ campaign series has seen up to 7.2 million Britons connect with each other across 2023.
Revealed in the broadcaster’s Social Purpose Impact report, ITV’s mental wellness campaign inspired the public to take 249 million actions to improve their mental and physical health over the last five year through its diverse range of initiatives.
A further 2.7 million people took action to care for their mental health as a direct result of its partnership with Calm.
Spearheaded by its flagship mental health campaign ‘Britain Get Talking’ – which was developed in partnership with Uncommon Creative Studio – ITV also targeted physical health through ‘Eat Them to Defeat Them’ and ‘The Daily Mile’.
Collectively, the broadcaster has invested £100 million in these campaigns over the last five years.
“As an integrated producer, broadcaster and streamer, reflecting and shaping the world we live in gives us a great opportunity. We can change ITV for the better and use our content and reach to inspire positive change in the wider world,” said ITV CEO, Carolyn McCall said.
“I’m proud of the impact we’ve made in 2023 – from millions taking positive action to support their health; on track on our Net Zero carbon emissions; driving continuous positive change in diversity, equity and inclusion both at ITV and in our industry; and providing support for the next generation.”
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The media giant has also helped focus the advertising industry’s minds on the worsening climate crisis through ‘The Greenprint’, an initiative that showcases how advertising can ‘step up’ to the climate challenge.
Worryingly, The Greenprint has found that just 8% of UK TV ads over the past 36 months contained a ‘green message’ – despite an concerted industry trend towards driving ‘brand purpose’.
Through initiatives like this, ITV is looking to illustrate how the power of advertising can be harnessed to drive positive societal change and promote more sustainable ways of living.
ITV director of social purpose, Susie Braun added: “Our 2023 Social Purpose Impact Report highlights the power of ITV to make a positive difference in society.
“As we move into our next strategy period, the shift in focus towards Mental Wellbeing and Better Futures addresses some of the critical, timely issues that our society is facing, while Climate Action and Diversity, Equity and Inclusion are vital foundations for a sustainable future.”
