Uncommon Creative Studio’s work with ITV to promote good mental health in the UK is travelling on a new road. Britain Get Talking, the initiative that began in October 2019 as part of ITV’s social purpose, has resulted in over 7 million people connecting with others and it has become the UK’s most well-known mental health campaign.
The new extension, Take your mate on a date, responds to latest research by YouGov, which shows that 1 in 3 of Brits are seeing our close mates less than they have in years. The reasons are many – moving further away, going through life changes, grappling with the cost-of-living crisis. And yet spending time with friends is one of the best actions people can take to support their mental wellbeing.
Take your mate on a date is fronted by well-loved friends from ITV and STV including Britain Get Talking veterans Ant & Dec, The Voice’s Tom Fletcher & Danny Jones and This Morning’s Alison Hammond & Dermot O’Leary. The idea developed by Uncommon Creative Studio is supported by Mind, YoungMinds and SAMH, and is featured across TV, out of home, editorial and social.
The campaign sprang from World Friendship Day on the July 30 and its call to action to “take your mate on a date’, playfully encourages everyone to celebrate their friendships as deeply as they do romance.
It kicked off with a live stunt on the Love Island Aftersun final, in which Pete Wicks flew out to surprise his best pal and Love Island panellist, Sam Thompson, to ask him out on a mate date.
The TV commercial, that launched in the ad break of Love Island Aftersun, opens with Love Island’s Maya Jama posing the question, “Who doesn’t love, love?” followed by a fitting response from best pals, Ant & Dec, that there’s something else just as important — friendship. The duo then pass the baton on to a host of ITV stars to promote the benefits of a quality catch up with friends.
The out of home ads go one step further to encourage all Brits to put the effort in with their friendships, using sumptuous over-the-top romantic gestures like flowers and chocolates to invite people out on a mate date. Audiences looking for support on how to connect with others will be signposted to the website, itv.com/BritainGetTalking, for further tips and advice.
“Britain Get Talking is all about connecting with other people for our mental wellbeing, and what better way to do this than through our friendships. It’s great to see ITV’s most iconic friendship duos come together to remind us how important it is to carve out meaningful time together,” stated Susie Braun, ITV group director of social purpose and sustainability.
Laura Bunt, chief Executive at YoungMinds, added, “Young people tell us that their friendships are hugely important and can have a positive impact on their mental health. We hope that this campaign shows that just by being there for your friend and taking the step to have a conversation with them about how they are feeling, you can make a difference.”
Billy Watson, chief executive at SAMH, commented, “We know that spending time with friends plays an important role in maintaining our wellbeing and that conversations about mental health can be life-changing.”
Sarah Hughes, chief executive of Mind, added, “Spending time with our friends, however you’re able to, lets them know you care and can help you understand what they’re going through. We know talking isn’t the whole solution, but it can help us feel less alone, more able to cope and encouraged to seek support if we need to.”
