ITV Campaign Addresses the UK's Mental Health Emergency on World Mental Health Day

Britain is in the midst of what charity Mind has described as a ‘mental health emergency’. With anxiety and depression soaring, and rates of depression almost doubling during lockdown, calls to mental health helplines have sharply increased — charities are taking more calls, and the calls are lasting longer.

ITV and STV’s landmark mental wellness campaign Britain Get Talking moved into fundraising this week with new appeal ‘Help Our Helplines’ — created by Uncommon — to support the vital work of our helplines at a time where mental health has never needed more attention. Following a week of support across the channel, Britain’s Got Talent dedicated airtime in its final on Saturday night to share an important message with the nation on World Mental Health Day.

Nils Leonard, co-founder, Uncommon Creative Studio said: “Britain Get Talking was an idea created to make a difference. Now, one year on, the most recognised mental health campaign in the UK is raising the funds the nation needs. Moved by this campaign, the Government is committing £1m towards our mental health helplines, a humbling and powerful moment for Uncommon and ITV.”

Inspired by the appeal marking World Mental Health Day, the Government pledged to donate an additional £1 million to support mental health charity helplines. This was also announced during the final and will support mental health charity helplines through the Coronavirus Mental Health Response Fund.

Health and Social Care Secretary Matt Hancock said: “We know that the last few months have been challenging for everyone, but they have been especially challenging for those suffering from serious mental health conditions. Mental health charities do an amazing job of working alongside the NHS to support those who need it, when they need it. I am delighted to be able to be able to extend support for these charities on World Mental Health Day, adding to the public donations to ITV’s Help Our Helplines campaign.”

The ring of an unanswered call interrupted some of the channel’s most popular shows this week, including Lorraine, This Morning and Loose Women, encouraging viewers to think about the life-changing impact a single call could potentially have. Call outs were also made during the England vs Wales match on Thursday, and this weekend Britain’s Got Talent will follow suit with the sound of a phone ringing in the middle of the final.

In this powerful moment, Ant and Dec share an important message and ask the nation to ‘Help Our Helplines’ by donating to ITV’s appeal because no call for help should go unanswered.

We see the shocking statistic that ‘1 in 5 of us watching the show are likely to have recently experienced some form of depression’ — this is visualised across the epic interactive audience wall in the studio. Ant and Dec then continue to disrupt the show’s usual proceedings, to share moving and real tributes from people who have suffered with mental health challenges, in a final bid to help raise awareness for this important cause.

ITV chief executive Carolyn McCall said: “This £1 million donation from the Department of Health and Social Care is a real boost to ITV’s Britain Get Talking Help Our Helplines campaign. The number of people looking for help has risen significantly as it continues to be a challenging time for many. We are grateful to the Government for recognising our campaign with this generous pledge. It will help mental health charity helplines continue to offer their support to everyone who needs their help ”

These brave and honest accounts cover personal stories of mental health and the life changing beneficial actions of reaching out to someone for help. In support of leading mental health charities Mind, YoungMinds and CALM (Campaign Against Living Miserably), and the Scottish Association for Mental Health (SAMH) — these tributes applaud the guidance received from calling a helpline and the support they can provide to anyone who needs support for their mental health.

Over the next month, ITV will run a suite of ads across the channel based from these testimonials — voiced by Lorraine Kelly, Iain Stirling and Ant and Dec — to continue to encourage viewers to think about the life-changing impact a single call could have.