Better Futures

ITV is proud to partner with UNICEF for our main fundraising initiative, Soccer Aid. Soccer Aid is the world’s biggest celebrity football match, featuring some of the nation’s favourite celebrities, sporting stars and best-loved football legends.

Beyond broadcasting the football match which encourages viewers to donate, ITV also raises money through celebrity specials of some of our most-loved quiz shows and through employee events. The money raised goes towards helping children who are facing conflict, disasters, and other crises around the world.

According to the NHS, one in eight primary school children are obese. In 2024, ITV continued its partnership with healthy-eating initiative Veg Power on their award-winning Eat Them To Defeat Them campaign by donating £1.5m worth of airtime to their advertising campaign. The campaign also ran in schools with fun visuals and take-home reward charts. Since 2019, 1.7 million schoolchildren have taken part in the initiative.

All permanent ITV colleagues are encouraged to take up to 3 working days a year to volunteer.

ITV partners with Creative Access on a mentoring scheme, matching ITV colleagues with young people from groups under-represented in the creative industries to help them in their early careers over 6 months of mentoring.