Saturday night saw the launch of ITV’s new mental wellness campaign, Britain Get Talking. Interrupting the finale of Britain’s Got Talent: The Champions, Ant and Dec invited viewers at home to turn their attention away from the competition and towards each other. A minute of silence saw backstage shots of crew holding up cards with slogans reading: “Use our silence to talk to each other”. Supported by mental health charities Mind, YoungMinds and SAMH the theme continued in to the following commercial break with a special two and half-minute silent advertisement featuring brands: Oral-B, Gillette, SEAT, Dunelm and Network Rail.
Developed by creative agency Uncommon, this is the first of a series of themed ads which will go on to feature familiar ITV faces using silence to encourage viewers to catch up with one another over the next month. Britain Get Talking is the first stage of a five-year commitment by ITV to promote mental wellness with the goal of getting 10 million people to take action to improve their mental or physical health by 2023.
Paul Farmer, Mind’s Chief Executive: “We are really pleased to be supporting ITV’s campaign and to have the opportunity to help reach millions of people with messages about looking after your wellbeing. We all have mental health, just as we all have physical health, and we can learn to look after it. At a time when only a third of people with a mental health problem get access to any kind of help and support, it’s important to do whatever we can to help people take steps to stay well and try and prevent mental health problems developing in the first place. Encouraging families to focus on the wellbeing of the next generation is a fantastic place to start.”