It’s August, if you are a working parent the chances are your house looks like it has been burgled and you are knee-deep in the summer holiday juggle. Layer in the constant ping of our always-on technology and giving anything - even the people you love the most - your full attention is a difficult ask.

It’s an ecosystem in which ITV’s latest ‘Britain Get Talking’ campaign is particularly impactful. The powerful film, which encourages adults to have conversations with teens in their lives as a way of tackling the growing mental health crisis amongst young people, underlines the danger of skimming the surface when it comes to making the time and space to have proper conversations about how we really feel. 

These are conversations which are vital for young people; for it is not hyperbole to point to a mounting mental health crisis. Almost half of young people struggle with anxiety and more than 400,000 children and young people a month are being treated for mental health problems – the highest number on record.

Creating space for difficult conversations

The new campaign, created by Uncommon Creative Studio explores the gap between what we say and how we feel, encouraging ITV and STV audiences to ‘break through’ to one another.

Supported by Mind and YoungMinds, and SAMH in Scotland, the campaign addresses the difficulties young people face when it comes to opening up about their challenges. The campaign encourages adults to ‘keep trying’ even though it takes time to break through.

The film features the interaction between a parent and their child after a rough day at school. It uses subtitles to reveal how they both really feel as opposed to what they say to one another, demonstrating how hard it is to be open and honest with our emotions. 

Featuring a father watching TV as his young daughter arrives home from school. He offers her a cup of tea and begins to ask her questions about her day. The girl doesn’t seem like her usual self, looking down at her phone and picking at her nails, avoiding eye contact. As her father begins to ask about her troubles at school, his daughter assures him ‘she’s fine’ - though her body language and the subtitles on screen suggest otherwise. 

Her father can pick up on the mixed signals so continues to try to connect with her, asking more questions, but still getting nowhere. As the two sit in awkward silence, eventually, her Dad pauses the TV, turns to his daughter and lets her know he is there for her to talk to no matter what. After trying again and again, finally he breaks through to her. We see the girl become relieved and begin to really say what’s on her mind. 

The campaign is based on the insight that when young people are struggling with their mental health they may not want to open up until they’re ready. It aims to give adults the hope that they can break through to their teens and the wider campaign seeks to give them the time and the tools to help have those conversations. 

The campaign which sparked 100 million conversations

Britain Get Talking launched in 2019 by pausing the live broadcast of Britain’s Got Talent, to create the space for honest conversations about how viewers were really feeling. Subsequently, in lockdown hosts Ant and Dec invited the nation to send their messages of support for broadcast and to stay in touch with the message that we’re ‘apart, but never alone.’

Since its initial launch, research indicates that Britons have had 100 million new or more meaningful conversations as a result of the campaign, which has featured celebrities from Captain Tom to Susanna Reid, Maya Jama to Shirley Hancock. 

Susie Braun, Director of Social Purpose, ITV explained: “Britain Get Talking has always been about connecting, which is one of the most powerful ways we can look after our mental health. With children and young people increasingly facing challenges to their mental wellbeing, this campaign encourages and celebrates taking the time and making space for conversation. We hope this campaign can be a reminder to anyone with a teenager in their lives to keep making time to break through.”

Addressing the mounting mental health crisis

The campaign addresses the fact that young people have faced unprecedented challenges in recent years, challenges which have taken a toll on their mental health. Emma Thomas, Chief Executive at YoungMinds, explained: “There has been nothing normal about the past few years – our young people have faced disruption to their education, isolation from friends and family and uncertainty about their futures. This is reflected in record numbers of seeking help and being referred for NHS treatment for their mental health. We know that sadly, so many are still waiting for the right support. 

Paul Farmer, Chief Executive of Mind, added: “We know the last couple of years have been incredibly challenging for children and young people, and especially for those with existing mental health problems. Young people have had to deal with a huge amount of change and disruption to their daily lives, including school closures, loneliness and isolation. Not to mention the cost-of-living crisis that is taking an extra toll. 

He continued: “Young people are still left facing an agonising wait in a mental health system that cannot keep up with demand. The scale of unmet need for relevant and appropriate mental health support for young people is huge and growing and will potentially leave hundreds of thousands of young people in crisis.” 

The campaign, which launched on ITV’s Good Morning Britain, will run on ITV and STV this Summer. The campaign will also include on screen breakthrough moments interrupting the broadcaster’s programming to gain maximum exposure.