Two of ITV’s landmark Social Purpose campaigns were recognised at the 2020 PR Week Purpose Awards, in recognition of how both campaigns have successfully engaged the public in positive causes.

Britain Get Talking, our campaign to encourage people to build their mental wellness through connecting more, was named as Best Health Cause Campaign - Brand led. Supported by YoungMinds and Mind, and created by creative agency Uncommon Creative Studio, the campaign led to 2.8m people taking action by starting a conversation or having a better quality of conversation.

Some highlights from judges’ comments include:

ITV's campaign felt like a clear winner - an almost perfect example of putting a topic on the national agenda whilst also putting your money where your mouth is. The pause is a simple but brilliant mechanic that provides an opportunity and context for people to trial the behaviour. Sure - it helps if you're a national broadcaster, but that also means there's more at stake too.

A powerful campaign which made great use of ITV's platform to start a real conversation on mental health.

Eat Them To Defeat Them, ITV’s ground-breaking initiative to encourage children to eat vegetables, was announced as Best Health Cause Campaign - Collaboration. Working with Veg Power and 11 retail and supermarket brands, the campaign led to an increases in sales and consumptions of veg - enough for an extra portion of vegetables eaten in every household with kids in the country, for every week of the campaign.

Judges’ comments included:

Eat Them To Defeat Them gave a tired subject a new lease of life in a provocative and effective way.

An original and unexpected approach to a well trodden subject that led to genuine change.

Brilliant example of an organisation using their owned channels and broadcast power for good.

Britain Get Talking and Eat Them to Defeat Them are part of our wider Better Health priorities to encourage 10 million people to take action in supporting their physical or mental health by 2023.

Find out more about our Social Purpose goals and the difference we're making.