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By Amy Houston | Senior Reporter

September 25, 2023 | 5 min read

The cost of living crisis, a pandemic and troubling world events have all had a negative impact on kid’s mental wellbeing.

Featuring a cast of children from across the UK, the latest ad from ITV’s Britain Get Talking doubles down that out of all the school subjects, often mental health is the hardest for kids to grasp. The spot rallies adults to encourage children to “do their homework and get talking” when it comes to how they are feeling.

To coincide with the ad, ITV is working directly with schools and charity partners — Mind, YoungMinds and the Scottish Association for Mental Health (SAMH).

Presenting duo Ant and Dec are also continuing their support of the initiative by featuring in a fun and interactive assembly film, which teachers are able to use to help explain the homework to their pupils and parents or carers.

Susie Braun, director of social purpose at ITV, said: “ITV’s landmark Britain Get Talking campaign has led to over 100 million new or meaningful conversations since launch, but mental health has declined in almost 40% of British school children is a staunchly sobering statistic.

“This year, we’re continuing to focus on young people, as simply asking a child what’s on their mind can be key to them opening up and easing their worries.”

According to research conducted by YoungMinds, 87% of young people worry about climate change and 82% worry about political issues such as war and conflict. Often, parents shy away from talking about these ‘adult’ topics, as they don’t want to worry their children, but their children are already aware of and worrying about these issues.

Dr Sarah Hughes, chief executive officer at Mind, says: “It’s so important we hold space to ask the children in our lives, ‘What’s on your mind?’. That’s why we’re proud to support ITV’s Britain Get Talking campaign.

“Talking isn’t the whole solution, but it can help us feel more able to cope and encourage us to seek support if we need to. And we know that the earlier a person can get support for their mental health, the more effective it’s likely to be.”

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Creative studio: Uncommon Creative Studio

Project name: Britain Get Talking: The Hardest Subject

Client: ITV

Production company: Anonymous Content

Director: Thirty Two

Director of photography: Ben Fordesman

Producer: George Saunders

Executive producer: Daisy Mellors

Edit: The Assembly Rooms

Editor: Eve Ashwell

Edit assist: Tamara Ishida

Producer: Phoebe Armstrong-Beaver

Music: Soundtree Music

Composed / produced by: Luke Fabia

Sound: Factory

Sound design and mix: Anthony Moore / James Utting

Producer: Beth Massey

Post-production: Rascal

Colorist: James Bamford

2D lead: John Thornton

Producer: Andrew Grayshon

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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