U.K. broadcaster ITV continues its mental health-themed push as we head into the final stretches of 2021 among uncertainty and anxiety over the rise of Omicron in the U.K.
Following its recent TV spot, which summed up the crazy year we've all had through the eyes of a makeup artist listening to the worries of a series of ITV stars in her chair, agency Uncommon Creative Studio has now created a series of print ads featuring crumpled pieces of empty gift wrap.. Text written inside carries the message that it's important to give your time and your ear, and listen to your loved ones over the holidays, emphasizing that "asking them i they're OK. And letting them know it's OK if they're not" is something that can be just as precious as a physical gift, even if it can't be wrapped up in paper and tied with a bow.
As well as the ads, ITV created a pop-up activation in Soho, London, where presenter and reality star Fleur East handed out chocolate ears in beautifully designed gift boxes to passers-by. It's also handing out the chocolate ears to influencers.
"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," said Susie Braun, head of social purpose at ITV. "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 use we could all use an ear."