Winner: Britain Get Talking by Uncommon for ITV
In the UK, children have suffered a 52% rise in anxiety and depression since 2004 (source: NHS), encouraging positive action around mental wellness is key, and as Britain’s biggest, most-watched commercial TV network, reaching more than 45 million people every quarter, broadcasting some of the UK’s best-loved family programmes, ITV felt it had a role to play. In 2019 it set a goal: get 10 million people to take steps look after their mental or physical health in the five years from 2019 to 2023.
Called Britain Get Talking, the aim was to remind the nation of the importance of talking and listening to mental wellbeing. In the first-ever silent ad break, ITV began a four-week call to action: ‘We’ll be quiet so you can talk’. The activity was launched by Ant & Dec during Britain’s Got Talent on Saturday night, before World Mental Health Day (10 Oct 2019). Counterintuitively, it meant creating ways to stop people watching TV in order to start a conversation.
Ant & Dec stopped Britain’s Got Talent in a pause to encourage families at home to use the time to start a conversation. It was followed by the first-ever silent ad break, which kicked off with a 60-second film showcasing some of ITV’s best-known faces, all in silence to encourage talking at home. Then six big-name family brands ran silent ads to support Britain Get Talking. The result was a total of about six minutes of Saturday night family TV, all focusing on this campaign.
The campaign spurred 2.8 million people to start a conversation with their children, family and friends, or had a better quality of conversation, against a target of 667,000 (according to a YouGov survey).
The judges said: “ITV’s campaign felt like a clear winner – an almost perfect example of putting a topic on the national agenda whilst also putting your money where your mouth is. The pause is a simple but brilliant mechanic that provides an opportunity and context for people to trial the behaviour.”
Highly commended: LinkedInDiscuss: Fertility at Work, by LinkedIn
Over 50,000 people in the UK begin fertility treatments every year, which has resulted in one in five people reducing their work hours or quitting their job, according to the Fertility Network UK. This campaign by LinkedIn Discuss sought to normalise fertility issues by bringing the debate into the open. Having commissioned research that explored attitudes around discussing fertility in the workplace, the results informed a media campaign, which was launched to coincide with National Fertility Awareness Week. LinkedInDiscuss partnered with charity Fertility Network UK and journalist Elizabeth Day, who has discussed her own fertility experience publicly.
The campaign garnered press coverage in Grazia, Woman&Home, Marie Claire, BBC News and the Evening Standard, as well as broadcast interviews with LinkedIn’s Lisa Finnegan, syndicated to 27 stations, including BBC Radio 5 Live, BBC Radio 2 and TalkRadio. On LinkedIn, the campaign generated 82,041 video views and 1,169 interactions. On Facebook, the video and conversation posts received 143,497 impressions, and on Twitter the influencer articles received 11,607 impressions.
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