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Following news last month that its mental health campaign Britain Get Talking had reached 100 million new or more meaningful conversations since it began in 2019, ITV today launches its Social Purpose Impact Report 2021. It details results including 5.1 million people taking at least one action to support their health in 2021 as a result of ITV campaigns, alongside major achievements in their other focus areas of climate action, diversity and inclusion and giving back.

Download the report here

The report begins with a welcome and review of the year’s highlights from Chief Executive Carolyn McCall, where she discusses the importance of transparency and proven action in Social Purpose, as well as its importance to advertisers, investors and colleagues.

We know that people not only expect but welcome ITV using its powerful platform to make a difference in areas that really matter.Our four Social Purpose priorities  – Better Health, Diversity & Inclusion, Climate Action and Giving Back – help us deliver that difference, both on- and off-screen through best- in-class creative and effective behaviour change initiatives

Carolyn McCall, ITV's CEO

Better health

In another challenging year for the UK’s mental and physical health, ITV’s research extrapolated from YouGov data shows that since their landmark mental health campaign Britain Get Talking launched in 2019, the British public has had 100 million new or more meaningful conversations as a result. In 2021 alone, 5.1 million people took at least one action to support their health as a result of ITV campaigns. This includes 1.1 million 16-34 year olds caring for their mental health as a result of #WhatGetsYouThrough, and 3.5 million people connecting with friends and family as a result of Britain Get Talking.

In addition to almost 1 billion additional portions of veg were sold as a result of 2019-2021 Eat Them To Defeat Them campaigns, and over 160 hours of wellbeing content were delivered through the new nightly mindfulness programme Unwind with ITV.

In February Ant and Dec announced in Saturday Night Takeaway that Britain Get Talking has now led to over 100m new or more meaningful conversations since it first launched.

Diversity and Inclusion

One year on from the publication of its Diversity Acceleration Plan, ITV has made strides in accelerating change in terms of Black, Asian and Minority Ethnic representation surpassing its on- screen target for Black, Asian and Minority Ethnic talent and its targets for representation of LGBT+ people.

ITV has increased representation of Black, Asian and Minority Ethnic staff at all levels over the last three years, and was ranked fifth in the FTSE 100 for female representation in our combined Executive Committee and direct report roles by the Hampton- Alexander report. On-screen disability representation is at 9.6%, however representation of disabled people both on- and off-screen continues to be a specific priority for ITV. New commitments in ITV’s Diversity Acceleration Plan set out how they are prioritising disability inclusion.

Climate Action

ITV announced that it had reduced carbon emissions in its control (Scope 1 and 2) by 44% and emissions it influences (Scope 3) by 6%, and that 84% of programmes it produced were albert certified as sustainable. These are significant markers of its commitment to reaching Net Zero. On screen, ITV’s marked COP26 with its own Climate Action week featuring new commission, special green content in Daytime shows and quizzes and a behaviour change campaign which encouraged 1.1 million people to make sustainable everyday swaps - such as a vegetarian meal.

ITV achieved a CDP (Carbon Disclosure Project) rating of A-, placing its Climate Action approach amongst the top 10% in the world. ITV created a new policy linking the senior team’s remuneration to Climate Action performance. ITV also joined 11 other international broadcasters and streamers in creating and signing a global pledge to ensure our content helps audiences understand what tackling climate change means for them, as well as inspiring and informing sustainable choices.

Giving Back

ITV took part in the global effort to support people affected by Covid through Soccer Aid for UNICEF, raising a record-breaking £13,014,769.

ITV also launched an ambitious new mentoring programme to help people from groups under-represented in the media industry to progress their early careers through support from ITV colleagues.

Our Social Purpose Impact Report shows that ITV is truly shaping culture for good - from creating shows that entertain millions to having a genuine impact on the issues our audience cares about. We’re incredibly proud of the strides we’ve made across health, climate action, diversity and inclusion as well as giving back to important causes, and we’re excited to take this momentum into another exciting year for Social Purpose.

Susie Braun, ITV’s Head of Strategy and Communications, Social Purpose