ITV has taped into iconic TV duos as it centres friendship in the latest instalment of its ‘Britain Get Talking’ campaign, entitled ‘Take A Mate On A Date’.
Launched to coincide with World Friendship day, the campaign forms part of the Get Britain Talking initiative which has been running since 2019 with the aim of encouraging mental health awareness.
Created by Uncommon studio and supported by mental health charities Young Minds, Mind and Scottish Action for Mental Health, the 30-second spot features a host of television stars including Maya Jama, Ant and Dec, This Morning’s Alison Hammond and Dermot O’Leary, as well as The Voice’s Tom Fletcher and Danny Jones.
Launching during the ad break of Love Island After Sun, the TV spot starts with Maya Jama asking the question “Who doesn’t love love?”, before the stars go on to highlight that friendship is equally important.
Further supported by out-of-home adverts featuring imagery of romantic gestures like heart-shaped balloons, flowers and chocolates, the campaign goes on to say: “Too many of us see our friends less than ever. So take a mate on a date and get talking.”
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
Meanwhile, a stunt during Love Island After Sun saw TV personality Pete Wicks fly out to meet his friend and panellist on the show Sam Thompson, to raise additional awareness about the campaign.
Based on the finding that one in three people are seeing their friends less than they did in previous years, the campaign encourages people to get talking.
“Britain Get Talking is all about connecting with other people for our mental wellbeing, and what better way to do this than through our friendships,” said ITV group director of social purpose and sustainability Susie Braund.
“It’s great to see ITV’s most iconic friendship duos come together to remind us how important it is to carve out meaningful time together.”
Mind chief executive Sarah Hughes added: “We know talking isn’t the whole solution, but it can help us feel less alone, more able to cope and encouraged to seek support if we need to.”
“We’re proud to support ITV’s Britain Get Talking campaign and celebrate the powerful role friendships can have in helping our mental health.”
Previous iterations of ITV’s ‘Britain Get Talking’ have included a 2023 spot which highlighted the subject of exam stress, while the 2022 iteration focused on removing the stigma around anxiety.
