U.K. broadcaster ITV is continuing on its mission to highlight mental health with a campaign that placed voice notes for people to listen to across outdoor locations.
The campaign, created via Uncommon for last week's Mental Health Awareness Week, consisted of recorded messages from ITV talent that people could access in locations all over London, including the back seat of taxis, at bus stops, on beer mats in pubs and in coffee shops. People could scan a code to listen to the message on their phone, and the campaign also encouraged them to do the same and leave a note for someone they might be concerned about.
Talent leaving notes included high profile presenter Philip Schofield, who has talked openly about mental health since coming out as gay in 2020, and TV personalities Alex Beresford, The Vivienne, Laura Whitmore, Charlene White, Liberty Poole, Maggie Alphonsi, Maura Higgins and Vick Hope.
The campaign is the latest in ITV's "Britain Get Talking" campaign, which kicked off in 2019 with a silent ad break and continued throughout the pandemic, encouraging people to talk at times when the country was in lockdown. The initiative is supported by charities Mind and YoungMinds.
It aims to get across the message that a simple voice note is easy to record, can be done anywhere, and can reduce stress and anxiety in the recipient.
"A voice note can change someone’s day, especially if they’re feeling lonely.," said Susie Braun, ITV's director of social purpose, in a statement. "'Britain Get Talking' is bringing some of the nation’s most familiar voices to surprising places to remind people to reach out to others, wherever and whenever they can.”