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.

Our award-winning partnership with VegPower encourages schoolchildren to eat more vegetables through a major advertising campaign, activation in schools across the country and take-home reward charts. In 2023, Sky and Channel 4 together matched ITV’s airtime commitment, enabling a £3 million media campaign, with additional funding from an alliance of supermarket and food brands, and time given pro bono by agencies adam&eveDDB and Essence.

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.