ITV Fills Wrapping Paper to Encourage the Gift of Listening this Christmas

Following a challenging year as the Coronavirus crisis continues, ITV once again partnered with YoungMinds, Mind and SAMH in the next iteration of Britain Get Talking — the UK’s most recognised mental health campaign. Earlier in the month to celebrate the initiative’s return, ITV & Uncommon released a short film — ‘It’s been a year’ — shot by Motherland’s BAFTA award-winning director Simon Hynd. The timely short tapped into the mood of the nation over the festive period with a light-hearted, funny and honest look at the trials and tribulations of the past couple of years as told by a selection of the broadcaster’s much loved talent.

To support this important message of listening to our loved ones this Christmas, ITV and Uncommon launch a powerful print campaign to further encourage the nation to check-in on their loved ones.

The beautifully art directed suite shows the negative space left behind from an unwrapped Christmas present— but instead of a gift, we see a paragraph of copy revealed inside.

The copy reads differently across each execution and is all about how the perfect gift this festive period isn’t a fancy watch, won’t cost a penny and isn’t hard to wrap. Instead, the gift of a few minutes, the present of our presence, is the most generous thing we can give to the ones we love. The messaging leaves us with the proposition that, after the last couple of years, we all need an ear and to give yours this Christmas.

Uncommon also launched a pop-up shop last week in Soho London for the broadcaster. The activation on Greek Street was hosted by singer and ITV presenter, Fleur East — one of the stars fronting the short film which launched earlier in the month. Fleur gifted passers-by with beautifully designed boxes containing a giant chocolate ear, showcasing that listening really is the greatest gift you can give this Christmas.

Susie Braun, director of social purpose, ITV said: “When we’re all so busy at Christmas, it can be easy to forget to check in with the ones you love and truly listen to how they’re doing. We’re delighted to make a Christmas campaign with a difference, reminding people to give the generous gift of listening this Christmas. After the last couple of years, we could all use an ear.”

ITV also gifted chocolate ears to a select number of talent to help continue to share the important message, including Love Island’s Dr Alex George, who is also the UK Youth Mental Health Ambassador within the Department for Education.

The campaign website, hosts tips on listening, alongside information on sources of support for viewers who can’t rely on the listening skills of family and friends. Britain Get Talking originally launched in October 2019 as part of ITV’s wider Better Health commitment to encouraging 10 million people to take action to look after their mental or physical health. Since it launched, Britain Get Talking has encouraged the UK public to take over 56 million actions to support their mental wellbeing.