ITV has brought its roster of stars out in full force to reinforce the importance of staying connected and reaching out to people who might be struggling during lockdown.
The latest leg of ITV's ‘Britain Get Talking‘ campaign, the work responds to YouGov research that claims 55% of the UK public are more worried than usual about our families mental health.
Launching at the start of Mental Health Awareness Week, the spot sees the stars gather online, appearing at first to be catching up with each other during the lockdown. With help from his daughter, Gordon Ramsey gets online, David Walliams apologises for being late because of “dad stuff“ and Loraine Kelly comments on it being “a funny old time.“
After the stars make light conversation, Jim Stewart asks “and who hasn't felt over the last few weeks?“ Smoothly directing the discussion to the viewer at home, Walliams juts in, “a bit lost?“ followed by “and out of sorts?“ asked by Julie Etchingham.
Making use of the typical interruptions and technical glitches of real-life of video calls, the celebrities share a poignant messaging about checking in with loved ones.
Over the course of the ad, 20 famous faces join in the call, including Will.i.am, Anna Friel, Laura Whitmore, Tinie Tempah, Maggie Alphonsi, Phillip Schofield, Holly Willoughby, Harry Redknapp, Davina McCall, John Barnes, Julie Etchingham, Iain Stirling, Emma Willis, Jason Watkins, Sheila Hancock, Charlene White and Ant and Dec.
Discussing the latest campaign, Clare Phillips, director of social purpose at ITV, said: “The Britain Get Talking campaign has been playing an important role in encouraging all of us to stay in touch and talk with each other, especially as over half of Britons are more conscious of the need to look after our mental wellbeing at the moment.“
“With kindness as the theme of Mental Health Awareness Week, we’re upping the level – let’s reach out to those who might not be expecting a call, as they might be the ones who need it the most,“ she continued.
Since ITV returned to the ‘Britain Get Talking‘ campaign at the beginning of lockdown in March, it has recorded 6.1 million people taking immediate action – whether that be a text or a call to a family member or a friend in need.
On 21 March, it paused live TV to bring a message of support to viewers struggling with social distancing. Addressing viewers directly during Saturday Night Takeaway, Ant and Dec took a moment to remind them to stay indoors, keep talking, and look after each other.
The move was part of ITV’s five-year mental wellness campaign, ‘Get Britain Talking‘. While the next stage was due to launch in May, ITV felt the need to bring it forward and brought this all together in just over a week.
The next stage of the campaign saw ITV go deeper on its original message to get people talking, by pointing them towards who might need it most.
Imitating a phone’s contact list, the copy in the simple print ads challenged viewers to think about people that might need them right now and to look to the device in their hands to make the difference.
And in April, ITV halted the transmission of ‘Claps for Carers’ to deliver a poignant message from those working against the coronavirus on the NHS frontline. The tribute saw NHS workers thank the UK public for staying indoors, as well as offering their support and love during this national crisis.