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Creative

ITV Opens its Contacts with Powerful Message to Get Britain Talking

In partnership with Uncommon, the campaign encourages mental wellness and to keep people talking during the Covid-19 crisis

ITV Opens its Contacts with Powerful Message to Get Britain Talking

Talking to each other has never been more important, but as these times of isolation grow longer, there may be friends or family members who might not have been first on the list to check-in with during this period. The latest print work from Uncommon brings this to light, showcasing clever and subtle copy revealed through a contact list on a mobile phone. 

Once again the print work continues to embrace minimalism and disruptive art direction to make its point. The insights and details in the copy speak to the situations many of us find ourselves in, and remind us, despite our differences, that simply speaking might be the most powerful weapon we have against the isolation the Covid-19 crisis forces. The stories feature a social media shy dad, a vulnerable ex and one features a genuine story about Dr. Rebz, an actual medic working in Bristol A&E. The fresh approach challenges us to think about people in our own lives, and to look at the devices in all our hands to make the difference.

Nils Leonard, co-founder at Uncommon said: “There’s been a lot of design work recently that has felt more like commentary than action. We wanted to try and use print for what it’s best at: powerful stories and design that provokes change. No matter what the device, we all have a contact list, and everything starts there. There is hopefully a story here for everyone, and a reason for anyone to pick up their phone and keep talking.” 

Clare Phillips, director of social purpose at ITV added: “Our mental wellness initiative, Britain Get Talking, continues to spread the important message that physical isolation doesn't have to mean social isolation. Britain has never needed to connect more, with our latest print campaign, ITV hope to encourage people to think about talking to those on their contact list who they may not have thought to instinctively reach out to in these challenging times.”

The executions will run across titles such as The Observer, The Times and The I and the work will also run online and across social media. 


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