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Learning from experts: We partner with organisations who know their field inside out.
a result of Britain Get Talking. mental health due to our ITV2 x CALM partnership.
Nearly schools Eat Them to Defeat Them programme.
The challenge: As the pandemic continued, the effects of lockdown and limited contact with loved ones increasingly wore on the nation’s collective mental wellbeing, and rates of depression remained well above preCovid levels.
Britain Get Talking sought to encourage us all to better connect with those around us.
Having focused on the quantity of interactions people had in on the quality of our conversations with our friends and family, and the boost they give to our mental being.
check in, to listen more, and we gave tips on having quality conversations.
The campaigns: A Resolution Worth Keeping The beginning of the year saw a new lockdown in the UK, following a Christmas of widespread heavy restrictions.
We saw the clear threat posed to the nation’s mental health.
ITV tackled this head-on with a campaign reminding us that promises on New Year’s Eve to “see you soon” often fall by the wayside in favour of work and other social pressures.
The How To Chat Show In April, Britain Get Talking returned to screens with an unexpected interruption of Ant & Dec’s Saturday Night Takeaway.
To highlight the positive effects of better quality conversations on our mental wellbeing, Ant and Dec conducted a deliberately awkward interview with Mo Farah via text, demonstrating how text chats can be inferior to having a vocal conversation.
We followed this with a completely new kind of talk show: The How To Chat Show was a series of short-form programmes with nine ITV celebrities, full of tips on having better conversations when we need to talk.
As a result of the campaign, conversation, or had a better quality conversation, with a friend or family member.
To make the most of this opportunity to connect we created stings with the England, Scotland and Wales squads who participated in the Euros, encouraging their home nations to get talking.
It’s Been A Year Christmas can be a difficult time for many, and talking about how you’re feeling can be especially hard if people don’t feel heard.
A survey conducted by ITV revealed problems because they’re worried they’ll be judged.
To encourage the nation to listen to each other more during the festive season, we launched a Christmas campaign following a day in the life of a make-up artist.
She listens patiently to the playful problems of a host of famous faces including Lorraine, Phillip Schofield and Emily Atack, before Maya Jama finally asks how she is, with meaning.
Britain Get Talking, Christmas campaign This Christmas was the first time many people were able to see family and friends, after two incredibly tough years.
The challenge: Covid has taken an especially heavy toll on the mental health of young people.
Eight in ten year olds admit to worrying about their mental health.
To tackle this, ITVwith mental health charity Campaign Against Living Miserably (CALM), with the aim of helping 1 million young people take action to help them feel better able to cope with life’s ups and downs.
The campaigns: What Gets You Through Released as the spring lockdown was opening up, our launch campaign prompted young people to consider which coping mechanisms could help them get through the ups and downs of the pandemic.
Three celebrities, Dr Alex George, Laura Whitmore and AJ Odudu, each shared the little things that were getting them through lockdown.
For a small campaign, we saw big results.
After seeing the ad, over a third of moments, and over four in ten agreed it helped to establish that feeling ups and downs was normal.
Yeah to Self Care For the second installment of our campaign we worked closely with CALM to identify the most pressing issues affecting this group as the world opened up.
two of the most critical: Loneliness and Fear of Failure.
With that in mind we created the “Hell Yeah to Self Care” campaign, with two key messages: it’s normal to feel like there are ups and downs, and it’s worth taking time for whatever gets you through.
Working hand in hand with the campaign was a specially commissioned ITV series called The Full Treatment.
1.1 million 16-34 year olds took action to feel better able to cope, surpassing our 1 million target.
The campaigns: The runs annually every December on Good Morning Britain, with the aim of tackling loneliness in the UK by encouraging people to volunteer.
In its sixth year we released an ad directed by Hollywood actor Colin Salmon titled ‘Bob’s Back’.
The ad sees a community rally around the recently bereaved central character.
We also launched a range of listening benches around the country designed by stars like Vicky McClure and Maisie Smith for people to sit, chat and listen.
The campaign partnered with seven charities – Alzheimer’s Society, Alzheimer’s Research UK, Grief Encounter, Crisis, Re-Engage, Chatty Cafe Scheme and the Royal Voluntary Service, with extensive coverage across December on the causes and solutions to loneliness.
In incredible 166,028,640 minutes to combat loneliness – the biggest total since the campaign began six years ago.
That means since total of 404,631,480 minutes have been pledged to help end loneliness.
In October, ITV launched Unwind with ITV, a daily series of calming and reflective programming encouraging mindfulness and self-care.
The new programme runs during twilight hours, offering calming content to those who are awake at that time, whatever the reason.
It also directs people to sources of mental health support and information.
In a period where children’s schooling and school lunches have been so disrupted, encouraging kids to eat vegetables is more important than ever.
Eight out of ten children don’t eat enough vegetables; it’s part of the reason why over primary school obese or overweight.
Now in its third year, Eat Them To Defeat Them returned with a new campaign – “Prepare for Battle”.
The ad saw an army of warrior kids become the heroes, as they vowed to vanquish a legion of evil vegetables hilariously voiced by celebs Dame Emma Thompson, Jamie Oliver, Stephen Mulhern, Ranvir Singh and Giovanna Fletcher.
The campaign was moved to the summer term to enable more schools to take part following lockdowns.
campaign, with nearly 500,000 children given a vegetable reward chart and sticker pack, alongside a puzzle book co-created and funded by Public Health England’s Change4Life campaign.
My the Eat them to Defeat them campaign.
Yvonne, mum of Clark, aged 10, from Co.
THE DAILY MILE School closures and class Covid cases continued to impact children’s physical health this year.
To combat this, ITV once again supported The Daily Mile, an initiative encouraging schools to do of exercise daily.
The campaign ran in September, with additional airtime donated by Sky and Channel promoting the mental and physical boost that exercise offers.
in their school signing up as a result.
42,239 more children took up the Daily Mile as a result of the campaign.
Over more children are doing the Daily Mile across 9,126 more schools since ITV began supporting the Daily Mile in April 2019.
The challenge: To keep stocks up, NHS Blood and Transplant (NHSBT) needs new blood donors every day – this is especially challenging during the pandemic.
Recruiting the next generation of donors is vital as older donors become less likely to be able to donate over time.
The campaign: ITVworries around blood donation and encourage more young people to save lives through giving blood, via a cheeky reminder to “Save Lives, Grab a Biscuit”, highlighting the tasty upside of going to donate blood.
ITV 2021 RESULTS 61,252 people registered to give blood during the campaign period.
CAMPAIGNS Change and Check screenings in 2021, compared to pre-pandemic levels, but spotting the signs of cancer early can be life-saving.
Lorraine’s Change and Check encourages women to check for the signs of breast cancer more regularly, and raises awareness of the signs and symptoms of breast cancer.
Since launching in has saved 54 women’s lives.
No Butts More than cancer making it the UK’s second biggest cancer killer.
This shouldn’t be the case as it’s treatable and curable especially if diagnosed early.
That’s why Lorraine teamed up with Deborah James, with the support of Bowel Cancer UK, to launch No Butts, a bowel cancer awareness campaign.
Deborah has had stage cancer since December 2016, and wants to lift the lid on the disease and ensure people understand the signs and symptoms, using the campaign to remove embarrassment around the issue.
Lorraine & Dr Alex George’s HEADucation As children returned to school in September, Dr Alex, the government’s UK Youth Mental Health Ambassador, spearheaded this campaign, which looks to improve mental health education in UK schools.
54 women’s lives saved since launching in 2019.
Supporting the mental and physical health of our colleagues is incredibly important to ITV, particularly during the challenges presented by another year of the pandemic.
to ensure all colleagues are able to access the support they need at a time that works for them.
Mental Health Advisory Group ITV’s Mental Health Advisory Group provides ITV, STV and ITV News with external guidance and support on all aspects of ITV’s approach to mental health and wellbeing in the areas of workforce, production teams, participants in our programmes and viewers.
It is chaired by Ruth Davidson and its members are Paul Farmer (Mind), Emma Thomas (YoungMinds), Billy Watson (SAMH), Rachel Corp (ITN), Suzanne Burns (STV), Pat Younge (Cardiff Productions), Dr Paul Litchfield, and Dr Alex George with ITV representatives Julian Bellamy and David Osborn.
Hollington Drive set The best thing about the Mental Health Advisory Group is that everyone comes to it with ideas to make things better.
Whether that’s improvements for staff, freelancers or contributors, or ways to reach audiences with positive messaging, ITV listens and acts.
Empowering colleagues to care for their mental wellbeing We continued to work with ITV’s Duty of Care Board and Mental Health Advisory Group to support our ongoing commitment to colleagues’ mental health and resilience by gaining external input and expertise.
We have continued to deliver online development and support for leaders, managers and colleagues, including multiple sessions on building personal resilience, psychological fitness and managing high-performing teams in a hybrid world.
ITV Feel Good, our wellbeing programme which provides advice and support to inspire colleagues to look after their own wellbeing and lead a balanced and healthy lifestyle.
Building on the success of Feel Good has developed an on-demand library so colleagues can access content at a time that works best for them.
Flexible working Smart Working continues to enable colleagues to balance work and life during uncertain times, and while operating in a hybrid environment.
It was a real wellbeing moment to take time out, make art and be mindful.
Ashley Banjo, Britain in Black and White Context As the UK’s largest commercial broadcaster, we recognise the power of our programming, and our responsibility, to authentically reflect the whole of the UK on-screen, off-screen in our production teams, and within our workforce.
ITV is for everyone, no matter who they are.
Through our platform and the relationship we have with our viewers, we have an opportunity to shape the way our society views the world.
Within our workforce, we want everyone to feel equal, included and able to be themselves.
By championing diversity across ITV, including ways of thinking and working, we can generate the best creative ideas.
In July we set out how we’ll build on the plan going forward, including ramping up efforts to improve disability inclusion and socio-economic diversity.
This will be achieved through five commitments: 1.
Improving career opportunities for disabled talent working on ITV programmes 4.
, we’ve made significant progress, particularly in increasing our representation of Black, Asian and Minority Ethnic people and surpassing targets for representation of LGBT+ people.
We have further to go, and are broadening our focus, by prioritising representation of disabled people.
I’d always wanted to work in television and was instantly drawn by the potential of being able to actively influence who is seen in front of the camera as well as behind it.
Ensuring that everyone possesses the tools necessary to combat ableism, racism, sexism and homophobia.
in acting as an ally, no matter the scenario.
We’re very open-minded to trying new tactics and approaches to creating inclusivity.
Whether that’s through uplifting colleagues, introducing training schemes, mentoring opportunities and more.
Seeing all the small wins our team has been working on come to fruition.
I think you always need to be considering everything outside of yourself and your own experiences, whether you’re hiring new employees, casting for a show or holding an event.
REPRESENTATION TARGET Black, Asian and Minority Ethnic representation on-screen, offscreen, and within our workforce by the end of 2022.
We have surpassed our onscreen target for Black, Asian and Minority Ethnic talent with 17.5% representation, and increased off-screen representation in production teams to 14.2%.

Learning from experts: We partner with organisations who know their field inside out.

a result of Britain Get Talking. mental health due to our ITV2 x CALM partnership.

Nearly schools Eat Them to Defeat Them programme.

The challenge: As the pandemic continued, the effects of lockdown and limited contact with loved ones increasingly wore on the nation’s collective mental wellbeing, and rates of depression remained well above preCovid levels.

Britain Get Talking sought to encourage us all to better connect with those around us.

Having focused on the quantity of interactions people had in on the quality of our conversations with our friends and family, and the boost they give to our mental being.

check in, to listen more, and we gave tips on having quality conversations.

The campaigns: A Resolution Worth Keeping The beginning of the year saw a new lockdown in the UK, following a Christmas of widespread heavy restrictions.

We saw the clear threat posed to the nation’s mental health.

ITV tackled this head-on with a campaign reminding us that promises on New Year’s Eve to “see you soon” often fall by the wayside in favour of work and other social pressures.

The How To Chat Show In April, Britain Get Talking returned to screens with an unexpected interruption of Ant & Dec’s Saturday Night Takeaway.

To highlight the positive effects of better quality conversations on our mental wellbeing, Ant and Dec conducted a deliberately awkward interview with Mo Farah via text, demonstrating how text chats can be inferior to having a vocal conversation.

We followed this with a completely new kind of talk show: The How To Chat Show was a series of short-form programmes with nine ITV celebrities, full of tips on having better conversations when we need to talk.

As a result of the campaign, conversation, or had a better quality conversation, with a friend or family member.

To make the most of this opportunity to connect we created stings with the England, Scotland and Wales squads who participated in the Euros, encouraging their home nations to get talking.

It’s Been A Year Christmas can be a difficult time for many, and talking about how you’re feeling can be especially hard if people don’t feel heard.

A survey conducted by ITV revealed problems because they’re worried they’ll be judged.

To encourage the nation to listen to each other more during the festive season, we launched a Christmas campaign following a day in the life of a make-up artist.

She listens patiently to the playful problems of a host of famous faces including Lorraine, Phillip Schofield and Emily Atack, before Maya Jama finally asks how she is, with meaning.

Britain Get Talking, Christmas campaign This Christmas was the first time many people were able to see family and friends, after two incredibly tough years.

The challenge: Covid has taken an especially heavy toll on the mental health of young people.

Eight in ten year olds admit to worrying about their mental health.

To tackle this, ITVwith mental health charity Campaign Against Living Miserably (CALM), with the aim of helping 1 million young people take action to help them feel better able to cope with life’s ups and downs.

The campaigns: What Gets You Through Released as the spring lockdown was opening up, our launch campaign prompted young people to consider which coping mechanisms could help them get through the ups and downs of the pandemic.

Three celebrities, Dr Alex George, Laura Whitmore and AJ Odudu, each shared the little things that were getting them through lockdown.

For a small campaign, we saw big results.

After seeing the ad, over a third of moments, and over four in ten agreed it helped to establish that feeling ups and downs was normal.

Yeah to Self Care For the second installment of our campaign we worked closely with CALM to identify the most pressing issues affecting this group as the world opened up.

two of the most critical: Loneliness and Fear of Failure.

With that in mind we created the “Hell Yeah to Self Care” campaign, with two key messages: it’s normal to feel like there are ups and downs, and it’s worth taking time for whatever gets you through.

Working hand in hand with the campaign was a specially commissioned ITV series called The Full Treatment.

1.1 million 16-34 year olds took action to feel better able to cope, surpassing our 1 million target.

The campaigns: The runs annually every December on Good Morning Britain, with the aim of tackling loneliness in the UK by encouraging people to volunteer.

In its sixth year we released an ad directed by Hollywood actor Colin Salmon titled ‘Bob’s Back’.

The ad sees a community rally around the recently bereaved central character.

We also launched a range of listening benches around the country designed by stars like Vicky McClure and Maisie Smith for people to sit, chat and listen.

The campaign partnered with seven charities – Alzheimer’s Society, Alzheimer’s Research UK, Grief Encounter, Crisis, Re-Engage, Chatty Cafe Scheme and the Royal Voluntary Service, with extensive coverage across December on the causes and solutions to loneliness.

In incredible 166,028,640 minutes to combat loneliness – the biggest total since the campaign began six years ago.

That means since total of 404,631,480 minutes have been pledged to help end loneliness.

In October, ITV launched Unwind with ITV, a daily series of calming and reflective programming encouraging mindfulness and self-care.

The new programme runs during twilight hours, offering calming content to those who are awake at that time, whatever the reason.

It also directs people to sources of mental health support and information.

In a period where children’s schooling and school lunches have been so disrupted, encouraging kids to eat vegetables is more important than ever.

Eight out of ten children don’t eat enough vegetables; it’s part of the reason why over primary school obese or overweight.

Now in its third year, Eat Them To Defeat Them returned with a new campaign – “Prepare for Battle”.

The ad saw an army of warrior kids become the heroes, as they vowed to vanquish a legion of evil vegetables hilariously voiced by celebs Dame Emma Thompson, Jamie Oliver, Stephen Mulhern, Ranvir Singh and Giovanna Fletcher.

The campaign was moved to the summer term to enable more schools to take part following lockdowns.

campaign, with nearly 500,000 children given a vegetable reward chart and sticker pack, alongside a puzzle book co-created and funded by Public Health England’s Change4Life campaign.

My the Eat them to Defeat them campaign.

Yvonne, mum of Clark, aged 10, from Co.

THE DAILY MILE School closures and class Covid cases continued to impact children’s physical health this year.

To combat this, ITV once again supported The Daily Mile, an initiative encouraging schools to do of exercise daily.

The campaign ran in September, with additional airtime donated by Sky and Channel promoting the mental and physical boost that exercise offers.

in their school signing up as a result.

42,239 more children took up the Daily Mile as a result of the campaign.

Over more children are doing the Daily Mile across 9,126 more schools since ITV began supporting the Daily Mile in April 2019.

The challenge: To keep stocks up, NHS Blood and Transplant (NHSBT) needs new blood donors every day – this is especially challenging during the pandemic.

Recruiting the next generation of donors is vital as older donors become less likely to be able to donate over time.

The campaign: ITVworries around blood donation and encourage more young people to save lives through giving blood, via a cheeky reminder to “Save Lives, Grab a Biscuit”, highlighting the tasty upside of going to donate blood.

ITV 2021 RESULTS 61,252 people registered to give blood during the campaign period.

CAMPAIGNS Change and Check screenings in 2021, compared to pre-pandemic levels, but spotting the signs of cancer early can be life-saving.

Lorraine’s Change and Check encourages women to check for the signs of breast cancer more regularly, and raises awareness of the signs and symptoms of breast cancer.

Since launching in has saved 54 women’s lives.

No Butts More than cancer making it the UK’s second biggest cancer killer.

This shouldn’t be the case as it’s treatable and curable especially if diagnosed early.

That’s why Lorraine teamed up with Deborah James, with the support of Bowel Cancer UK, to launch No Butts, a bowel cancer awareness campaign.

Deborah has had stage cancer since December 2016, and wants to lift the lid on the disease and ensure people understand the signs and symptoms, using the campaign to remove embarrassment around the issue.

Lorraine & Dr Alex George’s HEADucation As children returned to school in September, Dr Alex, the government’s UK Youth Mental Health Ambassador, spearheaded this campaign, which looks to improve mental health education in UK schools.

54 women’s lives saved since launching in 2019.

Supporting the mental and physical health of our colleagues is incredibly important to ITV, particularly during the challenges presented by another year of the pandemic.

to ensure all colleagues are able to access the support they need at a time that works for them.

Mental Health Advisory Group ITV’s Mental Health Advisory Group provides ITV, STV and ITV News with external guidance and support on all aspects of ITV’s approach to mental health and wellbeing in the areas of workforce, production teams, participants in our programmes and viewers.

It is chaired by Ruth Davidson and its members are Paul Farmer (Mind), Emma Thomas (YoungMinds), Billy Watson (SAMH), Rachel Corp (ITN), Suzanne Burns (STV), Pat Younge (Cardiff Productions), Dr Paul Litchfield, and Dr Alex George with ITV representatives Julian Bellamy and David Osborn.

Hollington Drive set The best thing about the Mental Health Advisory Group is that everyone comes to it with ideas to make things better.

Whether that’s improvements for staff, freelancers or contributors, or ways to reach audiences with positive messaging, ITV listens and acts.

Empowering colleagues to care for their mental wellbeing We continued to work with ITV’s Duty of Care Board and Mental Health Advisory Group to support our ongoing commitment to colleagues’ mental health and resilience by gaining external input and expertise.

We have continued to deliver online development and support for leaders, managers and colleagues, including multiple sessions on building personal resilience, psychological fitness and managing high-performing teams in a hybrid world.

ITV Feel Good, our wellbeing programme which provides advice and support to inspire colleagues to look after their own wellbeing and lead a balanced and healthy lifestyle.

Building on the success of Feel Good has developed an on-demand library so colleagues can access content at a time that works best for them.

Flexible working Smart Working continues to enable colleagues to balance work and life during uncertain times, and while operating in a hybrid environment.

It was a real wellbeing moment to take time out, make art and be mindful.

Ashley Banjo, Britain in Black and White Context As the UK’s largest commercial broadcaster, we recognise the power of our programming, and our responsibility, to authentically reflect the whole of the UK on-screen, off-screen in our production teams, and within our workforce.

ITV is for everyone, no matter who they are.

Through our platform and the relationship we have with our viewers, we have an opportunity to shape the way our society views the world.

Within our workforce, we want everyone to feel equal, included and able to be themselves.

By championing diversity across ITV, including ways of thinking and working, we can generate the best creative ideas.

In July we set out how we’ll build on the plan going forward, including ramping up efforts to improve disability inclusion and socio-economic diversity.

This will be achieved through five commitments: 1.

Improving career opportunities for disabled talent working on ITV programmes 4.

, we’ve made significant progress, particularly in increasing our representation of Black, Asian and Minority Ethnic people and surpassing targets for representation of LGBT+ people.

We have further to go, and are broadening our focus, by prioritising representation of disabled people.

I’d always wanted to work in television and was instantly drawn by the potential of being able to actively influence who is seen in front of the camera as well as behind it.

Ensuring that everyone possesses the tools necessary to combat ableism, racism, sexism and homophobia.

in acting as an ally, no matter the scenario.

We’re very open-minded to trying new tactics and approaches to creating inclusivity.

Whether that’s through uplifting colleagues, introducing training schemes, mentoring opportunities and more.

Seeing all the small wins our team has been working on come to fruition.

I think you always need to be considering everything outside of yourself and your own experiences, whether you’re hiring new employees, casting for a show or holding an event.

REPRESENTATION TARGET Black, Asian and Minority Ethnic representation on-screen, offscreen, and within our workforce by the end of 2022.

We have surpassed our onscreen target for Black, Asian and Minority Ethnic talent with 17.5% representation, and increased off-screen representation in production teams to 14.2%.