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ITV’s landmark mental wellness campaign, Britain Get Talking, brought together some of the nation’s most loved stars in a rare video call moment reinforcing the importance of staying connected and reaching out beyond your inner circle this Mental Health Awareness Week.

The initiative debuted on the 18th May in the ad break for Harry’s Heroes: Euro Having A Laugh, and is supported by charities Mind and YoungMinds. It sees a roster of over 20 famous faces joining forces, urging the public to reach out beyond their nearest and dearest to those not expecting your call - letting them know you care. We see the celebrities in an authentic designed video call, leaving viewers with a powerful action to think about: ‘Because the ones not expecting your call could be the ones who need it most. Show a friend you’re thinking of them. Britain Get Talking.’

ITV SignPost's Joseph Sheridan also appeared in the final shot, signing 'Britain Get Talking' in British Sign Language.

Covid-19 is one of the most challenging times our nation has faced in recent history and its effect on our mental health is, and will continue to be, hugely significant. Through this epic video chat, ITV continues to spread the vital message of looking out for one another, encouraging everyone to keep talking in this new campaign.

The new campaign, developed with Uncommon Creative Studio, comes as ITV research carried out by YouGov showed that over half of us are more worried than usual about our families’ mental health, and are more conscious than usual of the need to look after our mental wellbeing.

Since its return on 21st March, Britain Get Talking has seen over 6.1 million people take immediate action to text or call a friend or family. It has been found in independent research to be voted the most emotionally engaging ad in the wake of the COVID19 pandemic, and has been seen by over 70% of adults in the UK, with an outpouring of support from over 100 celebrity faces and featuring over 300 members of the public. Nearly half of those who’ve seen the campaign say it’s made them feel better in general, and 37% of those who’ve seen it say it’s made them feel more connected to family, friends and the nation at this difficult time.

Multiple animated ads, 'The Conversations', which play off the graphic style of a text conversation on your phone, accompany the epic group call. These back and forth exchanges are aimed at encouraging us to reach out beyond our immediate circle of close family and friends. ITV programming in Daytime and News is carrying mental health content and a Britain Get Talking podcast will be launching.

The Britain Get Talking campaign has been playing an important role in encouraging all of us to stay in touch and talk with each other, especially as over half of Britons are more conscious of the need to look after our mental wellbeing at the moment. With kindness as the theme of Mental Health Awareness Week, we’re upping the level - let’s reach out to those who might not be expecting a call, as they might be the ones who need it the most. Clare Phillips, Director of Social Purpose at ITV

This is a Mental Health Awareness Week with a difference. Many of us are worried about coronavirus and how it will affect us and those we love and, for those of us with existing mental health problems, we may never have felt more isolated or alone. It’s fantastic to see the Britain Get Talking campaign getting the message out there that we need to keep connecting and supporting each other through this, for the benefit of our mental wellbeing. Paul Farmer, Chief Executive at Mind

These are challenging times for all of us and we know that it’s a particularly important time to be aware of our mental health and doing what we can to look after ourselves and the people we love. That’s why we’re proud to be a part of Britain Get Talking, which is reaching a huge and diverse audience with the simple message that reaching out to others can make a positive difference to our wellbeing. Emma Thomas, Chief Executive at YoungMinds

The campaign website, itv.com/BritainGetTalking also hosts information on sources of support for viewers who can’t rely on family and friends.

Britain Get Talking is part of our wider Better Health priorities to encourage 10 million people to take action and improve their mental or physical health over the next 5 years.