ITV's Britain Get Talking Sets the UK a Homework Task like No Other This World Mental Health Day

On Monday 25th September, ITV and STV launched a new initiative from the UK’s most recognised mental health campaign, Britain Get Talking. The campaign, created by Uncommon Creative Studio, encouraged every school in the country to set a different kind of homework this World Mental Health Day (10th October) — asking the hardest subject: what’s on our minds?

This homework task came at a time when we have never needed it more — the cost of living crisis, the pandemic and troubling world events have all had a negative impact on our children’s mental health like never before. In fact, mental health has declined in almost 40% of school children.

The homework task itself and contributing assets, including the Ant & Dec film, were made available to every school in the country through a simple downloadable pack found here.

ITV and Uncommon also contacted thousands of schools across England, Scotland, Northern Ireland and Wales, as well as support from teaching editorial publications; the initiative was showcased to thousands of members in the teaching community prior to World Mental Health Day.

Britain Get Talking continues to be developed with charities Mind, YoungMinds and the Scottish Association for Mental Health. Designed in collaboration with a psychologist and the teaching community, the task encourages young people to have a proper chat with an adult they trust about the hardest subject on their minds.

British television presenting duo — Ant & Dec — fronted the campaign in schools with a bespoke assembly film explaining the homework task to young people and how sharing how we feel can reduce stress and anxiety. The film was played across the country in school assemblies to encourage young people to take part.

Celebrities including Roman Kemp, Davina McCall, Olivia Attwood, Oti Mabuse, Laura Whitmore, Phil Foden, AJ Odudu, Katie Piper, Charlene White, Joe Wicks, Susanna Reid, Gino D’Acampo, Joel Dommett, Kate Garraway, Ben Shephard and more have shown their support for the campaign with messages shared across TV, social and online.

Dame Rachel de Souza, children’s commissioner said: “As adults we are no different from children. Sometimes we see something that keeps us awake at night. It helps to talk about it. That’s why this task is so good. It flags where children and families can get help. There’s not much that a good conversation can’t make better. The thing I want is children who feel happy, free and can enjoy their childhood. This campaign is a step in the right direction.”

Susie Braun, director of social purpose ITV added: “ITV’s landmark Britain Get Talking campaign has led to over 100 million new or meaningful conversations since launch, but mental health having declined in almost 40% of British school children is a staunchly sobering statistic.

“This year, we’re continuing to focus on young people, as simply asking a child what’s on their mind can be key to them opening up and easing their worries. And this is homework for the adults too, so kids can finally get their own back! Come on Britain, Get Talking.”

Yamina Bibi, FCCT, Assistant Headteacher, Sarah Bonnell School continued: “This important campaign is an opportunity for young people to be honest and open in sharing their challenges so that schools and families can continue working together to support students and help them thrive. We’ve already seen such an incredible response from our students and are so moved to see their answers in this campaign. We hope it encourages and breaks down barriers for every school, parent and child to take part.”

David Watson, Teacher said: “Young people have to cope with a number of different pressures that maybe children of previous generations wouldn’t have had to cope with. To have Ant & Dec, two important figures in society, fronting this campaign, I think that gives a real sense of momentum.”

Tonight, to follow the momentum made from the initiative thus far, ITV and STV will be broadcasting an hour of special programming on ITV1, ITVX, STV and STV Player dedicated to the topic. The hour of programming includes a 30 minute takeover of The Martin Lewis Money Show Live — with a Britain Get Talking special tackling the challenging issues surrounding debt and mental health, sharing practical advice.

The second show — Susanna Reid: Can Britain Get Taking? A Tonight Special — features Good Morning Britain’s Susanna Reid reporting on the rise in mental health problems amongst school children in the UK.

To promote the campaign, ITV and Uncommon also created a rousing ad that is running across ITV, ITVX and STV. The short film features a cast of children from across Britain, sending a powerful rallying cry to the adults in their lives: encouraging them to, “Do their homework and get talking.”

To continue to build momentum — encouraging every child to complete this homework task, ITV, in partnership with Uncommon Creative Studio, released a striking out of home and press campaign presenting multiple completed homework tasks.

These hard hitting real answers — such as ‘Deforestation’, ‘War’ and ‘Inflation’ — dive into the contributing factors weighing in on the mental health crisis facing young people across the UK today.