The return of Britain Get Talking sees 3 million people take action
ITV Social Purpose campaigns result in 4.1 million people taking action to look after their mental and physical health in 2019
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ITV Press Centre
ITV today reveals how three million people have taken action since the return of its landmark mental wellness campaign Britain Get Talking.
The initiative, which launched off the back of Ant & Dec’s Saturday Night Takeaway to 9.5 million viewers, urged the public to share messages of love and support at a time when we need it most.
Introduced by Ant and Dec themselves, and supported by heartfelt messages from famous faces including Davina McCall, Susanna Reid, Lisa Riley and Gordon Ramsay, results today reveal how 43% of people who saw it made a phone, video call or sent a text message to a loved one as a result of Saturday’s broadcast.
ITV SOCIAL PURPOSE REPORT
The results coincide with the release of ITV’s Social Purpose Impact Report for 2019, which reveals how ITV’s Social Purpose initiatives persuaded 4.1 million people to take action to improve their own or their families’ mental or physical health in 2019.
This figure far exceeded ITV’s 2019 goal of 2 million people taking action to look after their health through proactively looking after their mental wellness, eating better and moving more.
ITV’s better health ambitions have been generated through two award winning campaigns – Britain Get Talking, the beginning of a five year project encouraging people to take action to look after their mental health, and Eat Them To Defeat Them, a partnership between ITV and Veg Power to persuade children to eat more healthily by eating more vegetables. ITV also supported The Daily Mile, an initiative urging schools to incorporate 15 minutes of outdoor physical activity every day.
All of these initiatives have returned in 2020, with dedicated advertising campaigns and support from some of ITV’s most influential voices. ITV’s goal is to encourage 10 million people to take action to look after their mental and physical health by 2023 - 2 million each year.
As well as encouraging better health, ITV has also committed to ambitious environmental targets. Today ITV announced it aims to be the first UK broadcaster to ensure all its shows reduce their carbon footprint.
The unique commitment means that every programme produced by ITV Studios, will have to demonstrate it has taken measures to reduce its environmental impact to meet Albert Certification standards. ITV Regional News has become the first UK newsroom to achieve albert certification, making it Britain’s first sustainable regional news team.
Additionally, every programme commissioned from independent production companies for broadcast on air on ITV’s family of channels will also be encouraged to meet those same standards.
SOCIAL PURPOSE HIGHLIGHTS
The highlights of each of the campaigns are outlined below:
Britain Get Talking - March 2020
42% of the UK public had seen or heard about the launch by Ant and Dec
· 2.8 million people said they had started a conversation, or had a more meaningful conversation, with their children, family and friends as a result of seeing the initiative
· 4.5 million people said they would prioritise talking and listening having seen the campaign
Eat Them To Defeat Them 2019
· 650,000 children said they had eaten more vegetables as a result of the campaign
· 17.7 million extra units of vegetables were sold - an uplift in sales of 2.3%
Daily Mile 2019
· 2,400 additional schools signed up for the initiative, equating to 656,000 school children
· Since ITV began supporting the Daily Mile in 2018, over 5,000 additional schools have signed up, which marks a 386% increase
Additionally ITV was awarded Silver the Mind Workplace Wellbeing index, and in February ITV announced their contribution to a £3m fund for the Film and TV charity's taskforce on mental health, including a 24/7 support line.
Clare Phillips, ITV Director of Social Purpose, said: “The platforms ITV have at our disposal provide us with a fantastic opportunity to use our creativity, scale and influence to create and inspire change for the better, and the results we have outlined over the last few days with Britain Get Talking, and also in our Social Purpose Report, demonstrate how we are well on our way towards achieving that.”
Ruth Davidson, SMP and Chair of ITV’s Mental Health Advisory Group said “I wholeheartedly support ITV’s Britain Get Talking campaign. Opening up and talking may seem like the smallest of things but it can mean so much to others and that’s why it’s so important that ITV are championing this message. Mental health affects so many, and it is so easy to struggle in silence, but Britain Get Talking is one of the many ways we can tackle this.”
Dame Rosie Boycott, chair of Veg Power, said “The Eat Them to Defeat Them campaign has driven real behaviour change, and is loved by children and adults alike. We've proven that the power of creative advertising can inspire children to eat more veg and reduce their chances of developing diet-related illness, so it's crucial that we build on this success: industry, business and Government must forge ahead and promote veg in more dynamic and creative ways.”
ITV’s complete Social Purpose Impact Report for 2019 is published today (Wednesday 1st April).
NOTE TO EDITORS:
This announcement means that from now on the requirement to be awarded albert Certification will apply to all programmes produced by ITV Studios, its UK labels, ITV News and ITV Sport, and strongly encouraged for all programmes commissioned specifically for ITV, including by independent production companies. The only exclusions will be acquired programmes such as films or other shows bought from overseas and older repeats.
About Albert Certification: albert certification, awarded by BAFTA, recognises programmes who have demonstrated sustainable production techniques that have reduced the carbon footprint of a production. Productions receive one, two or three stars depending on the extent of their efforts.
About ITV’s Social Purpose Strategy: Reducing our environmental impact is one of the four key areas, along with fostering creativity though diversity and inclusion, giving back to our communities, and encouraging better mental and physical health. You can see more here: https://
In 2019 ITV became a carbon neutral business by supporting a range of projects that all
contribute to reducing greenhouse gas emissions and benefit the communities in which they are based. We’ve invested the carbon credits equivalent to our 2018 and 2019 operational carbon emissions into projects that deliver renewable energy infrastructure in developing countries. We’ve also invested the carbon credits equivalent to our 2018 and 2019 business travel emissions into projects that help improve the lives of people in countries where we produced some of our programmes in those years.
ITV entertains millions of people and shapes culture. We are a leading media and entertainment company, with the largest commercial television network in the UK and a global production and distribution business, with over 55 labels. Creativity, quality content and engaging audiences in the UK and around the world, is at the core of everything we do.
We reach over 40 million viewers every week with our programmes on ITV's family of channels, as well as the ITV Hub, which is available on 28 platforms and on over 90% of connected televisions sold in the UK.
ITV Studios produces 8,400 hours of original programming each year. Our global footprint spans 13 countries including the UK, US, Australia, France, Germany, The Nordics, Italy and the Netherlands and our global distribution business sells our catalogue of 46,000+ hours to broadcasters and platforms across the world.
ITV as part of its More than TV strategy, has created a scaled Direct to Consumer business in the UK, including recently surpassing 500,000 subscribers to its ad-free catch-up service, Hub+. In November 2019 ITV launched BritBox, a streaming service with the BBC bringing the very best in past, present and future British programming and award-winning content from the BBC, ITV, Channel 4 and Channel 5 to viewers all in one place.
As the media landscape continues to change rapidly, ITV is focused on building upon its unique combination of creativity and commercial strength, transforming digitally to create a more diversified and structurally sound business.
Source ITV Press Centre
April 1, 2020 1:09pm ET by ITV Press Centre