A comedy that makes you cry. That’s an Uncommon skill. And it’s an important one. Because this little comedy, It’s been a year, reminds Britain to pay attention to the emotional needs of the people around them. It’s Uncommon Creative Studio’s newest instalment of ITV and STV’s mental health initiative, Britain Get Talking, created once again in partnership with YoungMinds, Mind and SAMH.
The 2.30 minute film, directed by Motherland’s BAFTA award-winning director Simon Hynd, is a tongue-in-cheek look at a day in the life of a make-up artist at ITV. One by one, a selection of the broadcaster’s much-loved talent unload their trials and tribulations onto her. It’s a light-hearted, funny, honest and entertaining comedy with a PSA heart. Uncommon is thriving on producing work for ITV that makes its ad messages align with, appeal like and underline its entertainment.
Celebrities, Joel Dommett, Emily Atack, Lorraine Kelly, Gino D’Acampo, Phillip Schofield, Charlene White, Helen Worth, Scarlett Moffatt, Fleur East, Kevin Mathurin, Emile John and Toby Aromolaran deliver humorous, satirical moans about everything from Zoom fatigue to panic buying petrol. The film ends with the message, “After the last couple of years, we all need an ear. Give yours this Christmas.”
Listening has been proven to reduce stress and anxiety levels and is particularly important in helping others to open up about their problems. A recent survey conducted by ITV revealed that 45% struggle to open up about their problems because they’re worried they’ll be judged. Over 1 in 10 young people don’t open up about their problems at Christmas because they’re worried they won’t be listened to.
The film went to air after I’m a Celebrity…Get Me Out of Here! on ITV on Wednesday December 1 with a special introduction from Britain Get Talking supporters, Ant and Dec.
Lucy Jameson, co-founder, Uncommon, stated, “The festive period can bring many things to the surface — good and bad. We’re very proud to continue our work supporting the UK’s most recognised mental health campaign — Britain Get Talking. In this new film, we wanted to disrupt the Christmas conversation with a powerful reminder to check in and listen to one another.”
Susie Braun, director of social purpose, ITV, commented, “When we’re all so busy at Christmas, it can be easy to forget to check in with the ones you love and truly listen to how they’re doing. We’re delighted to make a Christmas campaign with a difference, reminding people to give the generous gift of listening this Christmas. After the last couple of years, we could all use an ear.”
The campaign website, itv.com/BritainGetTalking hosts tips on listening, as well as information about sources of support for viewers who can’t rely on the listening skills of family and friends. Britain Get Talking originally launched in October 2019 as part of ITV’s wider Better Health commitment to encouraging 10 million people to take action to look after their mental or physical health. Since it launched, Britain Get Talking has encouraged the UK public to take over 56 million actions to support their mental wellbeing.
Paul Farmer, chief executive at Mind, stated, “Christmas can be a hard time of year for many of us. Money worries, feeling isolated and missing loved ones we’ve lost can all contribute to difficult feelings over the festive period. We’re thrilled to be a part of this campaign, which encourages us all to take the time to check in with our loved ones this Christmas. Listening without judging is one of the most important things we can do to start open and supportive conversations about mental health.”
Emma Thomas, YoungMinds’ chief executive, added, “Following what has been a hugely challenging year for many young people, we hope the Britain Get Talking message encourages people to listen to each other this Christmas. Young people tell us that they can feel under huge pressure to look like they’re having the ‘perfect’ Christmas, bottling up struggles such as low mood or concerns about food and body image. Christmas gives people the opportunity to spend more time together so if you sense a young person in your life is struggling, showing that you’re there for them could help them to take the first step towards discussing their mental health.”
More statistics from ITV survey:
- 45% struggle to open up about their problems because they’re worried they’ll be judged
- 1 in 5 people think it’s hard to talk about how they’re really feeling at xmas because they’re expected to be happy
- 1 in 4 people say their family talks more about food than emotions at xmas
- Over 1 in 10 feel their family doesn’t know the real them when they see them at Christmas
- Over 1 in 10 wish they had more meaningful conversations at Christmas
- Over 1 in 10 young people (16–34) don’t open up about their problems at xmas because they’re worried they won’t be listened to
Credits:
Client: ITV
Creative Studio: Uncommon
Production Company: Spindle
Director: Simon Hynd
Executive Producer & Producer: Lou Gagen
Executive Producer: Miles Nathan
Production Assistant: Jan Nikawala
DOP: Greg Duffield
Editing: The Quarry
Editor: Jonnie Scarlett
Assistant Editor: Ben Cowan
Offline Producer: Ruth Minkley
Post House: Framestore
Colourist: Simon Bourne
Flame: Darran Nicholson & Al Ford
Post Producer: Ben Stell
