ITV "Help our helplines" by Uncommon Creative Studio

ITV continues its "Britain get talking" campaign with an appeal for people to donate to mental health helplines during the pandemic.

The ad begins as a phone rings in the This Morning, Loose Women and Lorraine studios. The call goes unanswered, prompting the presenters to encourage the British public to help mental health helplines, which are receiving an influx of longer calls during Covid-19.

All money raised will support the charities Mind, YoungMinds, CALM and the Scottish Association for Mental Health. The campaign will culminate during Britain’s Got Talent on World Mental Health Day (10 October).

ITV’s "Britain get talking" campaign first launched in October last year and has gone on to feature print activity and lockdown-inspired spots. This is the first time the campaign has included a fundraising component.