TV paused live TV on Saturday (21 March) to bring a message of support to its socially distancing viewers throughout the coronavirus pandemic.
Delivered by Ant & Dec, the break in programming fell under the broadcaster's five-year mental wellness campaign – Britain Get Talking.
People across the country are currently being encouraged to stay indoors to prevent the spread of the virus. Yet while it is in everyone’s best interest, cooping up feels unnatural, and has a knock-on effect on many people’s mental wellbeing.
To help combat this, ITV addressed the 9.5 million viewers who tuned in to watch weekend’s episode of Ant & Dec’s Saturday Night Takeaway, taking a moment after the show to remind people to stay indoors, keep talking and look after each other.
Using the hashtag #BritainGetTalking and tagging @itv, Ant and Dec encouraged viewers to share messages of love and support across social media. A selection of these messages will be played on ITV every day in an effort to keep spirits high across the country.
Devised by Uncommon, the campaign has kicked off with messages from famous faces including Davina McCall, Alex Beresford and soap stars Lisa Riley, Ali Mardell, Sam Aston, Ryan Prescott, Chris Bisson, Dolly Rose Campbell and Michelle Hardwick.
Susanna Reid and Gordon Ramsay also wished all mothers, including their own, a happy Mother’s Day on Sunday.