‘Britain Get Talking’ initiative unveiled
Ant & Dec launch ITV’s new mental wellness campaign to help families get closer.
Britain’s Got Talent took on a whole new meaning as ITV sprung a surprise by pausing The Champions finale to launch its new mental wellness campaign, Britain Get Talking.
As the show headed to a close, Ant and Dec turned to viewers to launch the initiative, which is supported by mental health charities Mind and YoungMinds (and SAMH in Scotland).
Suddenly calling a halt to proceedings, the boys invited viewers at home to turn their attention away from the acts competing for the BGT crown to focus instead on one another, and let mental wellness take centre stage.
Their message, at the core of the Britain Get Talking campaign, was the importance of taking steps to help maintain mental wellness, with making time away from distractions for regular conversation with friends and family recommended as a simple but effective measure.
Judges Simon, Amanda, Alesha and David Walliams then fell silent along with the audience, as Ant and Dec brought the show to a silent stop for one minute while cameras broadcast shots of crew backstage holding up cards bearing slogans that read: “Use our silence to talk to each other.”
Highlighting the pressing need for a focus on mental wellness, particularly for young people, Dec explained: “In the last 15 years there has been a staggering 48 per cent rise in anxiety and depression among British children.
“But something as simple as talking together and listening to each other can build our mental wellness.”
Ant added: “We all know that these days there are more distractions than ever, because we are looking at the telly or we’re looking at our phones. But, it’s so important for our mental well-being to remember to get together with people we care about and talk.”
Following the pause, Dec joked: “The hardest thing was keeping David Walliams quiet for a moment!
“Seriously though, just taking time to talk with your nearest and dearest can really make a difference, especially for young people, so please make sure tonight is just the start.”
Continuing the theme, the commercial break that followed featured the launch of ITV’s new advertising campaign, followed by a special silent advertisement.
As part of ITV’s commitment to promoting this message, an on-air campaign has now begun, which, over the next month, will see ads featuring familiar ITV faces using their silence to encourage viewers to catch up with one another at home and tune back in to their family’s story.
Britain Get Talking supported by YoungMinds and Mind is part of ITV’s Campaign for Mental Wellness. For more information see itv.com/BritainGetTalking