The mental health crisis in the UK has become increasingly acute in recent years; depression rates have more than doubled throughout the recent Coronavirus pandemic. Therefore, mental health has remained a key focus for ITV, which seeks to put their power of TV and broadcasting behind behaviour changing campaigns that make a real difference in the way we look after our mental health. 

To continue with this initiative, ITV interrupted 5.2 million viewers during Saturday night TV with the first-ever text interview. The purposefully awkward and uncomfortable moment showed the importance of having better quality conversations and marked the return of the broadcaster's renowned mental health initiative Britain Get Talking.

To encourage better conversations Uncommon created disruptive reminders: from a powerful suite of prints, clever copy with manipulated everyday objects and scrunched up receipts to a car parking ticket. Conversations can be hard, but the simplest of activities can go a long way in helping create the perfect time to open up and talk to each other properly. 

We also created a chat show series with UK talent such as musician Anne-Marie, radio DJ Roman Kemp and presenter Alex Beresford. This online series dived deeper into overcoming barriers and useful techniques for having better quality conversations through real experiences shared by the celebrity guests.