Purpose Awards EMEA 2021: Collaboration - Best Health Cause Campaign

WINNER: Britain Get Talking by ITV.

Purpose Awards EMEA 2021: Collaboration - Best Health Cause Campaign


In 2019, TV presenters Ant & Dec fronted ITV's landmark mental health campaign, Britain
Get Talking, which aims to support mental health and combat depression by getting people
to connect more. Further activity was envisaged for 2020, but with the UK heading towards
lockdown, millions of people were facing months in isolation, triggering a surge in feelings of
loneliness, anxiety and despair.

ITV recognised that the campaign was needed more than ever, but it had to be devised in a
very short time frame, before lockdown restrictions kicked in and closed offices and studios.
TV, Mind, YoungMinds and SAMH (Scottish Association for Mental Health) drew up a new
plan, pairing the charities' skills and expertise with ITV's reach and celebrity connections.
The campaign spanned three stages: encouraging people to reach out to family and friends,
connecting with those outside our inner circle and an appeal to raise money for support

For the launch Ant and Dec sat in empty audience seats, telling millions of viewers that if
there's someone you can't be with right now, pick up the phone and show them you care.
They also encouraged viewers to share messages of love and support across social media,
which were played out across the channel for a whole month. Messages from celebrities
urged people to stay connected while contextual messages were run around key shows. For
example, for 'Who Wants to Be a Millionaire?' ITV ran 'phone a friend' messaging.

A print campaign prompted people to pick up the phone to their less-close contacts and ITV
ran a two-minute ad, directly after the NHS clap. In it, NHS staff clapped back, thanking the
nation for staying home and reminding them to keep talking. A total of 6.4 million people
started a conversation with friends or family as a direct result of the campaigns, in 15 million
phone calls and 27 million text messages.

Highly Commended

FAST Heroes by Catherine Turner, Lucan TV and Twelve Marketing for Boehringer Ingelheim

The FAST Heroes campaign is an ambitious collaboration between multiple partners with a
shared purpose, to save lives from stroke, a disease that one in four will experience in their
lifetime. The campaign aimed to educate the severity of stroke and, importantly, the fact that
it is treatable. The campaign visual identity was built around superhero grandparents and
their grandson Timmy, helping to make a serious topic more palatable, relatable, and

The activity aimed to raise awareness of the campaign, drive school participation and deliver
stroke education and has reached over 90 million people to date.


Different Is Normal by Canesten / Brook for Canesten

Clap For Our Carers by Channel 4 for Over 40 different brands

HIV: Let's sort this together by Hitch Marketing for The PaSH Partnership

What's Up With Everyone by Ilk Agency for Aardman on behalf of the Arts and Humanities
Research Council

Get Help or Get Caught by Police Scotland / Stop It Now Scotland for Stand (Creative) and Spirit (Media)

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