This mental health awareness week we are excited to announce that World Wide Fund for Nature (WWF) has won our inaugural Head First award, winning 1 million pounds worth of advertising airtime in our new initiative that shines a spotlight on mental wellbeing. 

The Head First award builds on our hugely successful Britain Get Talking campaign, and asked the brands taking part to put mental health at the heart of a new campaign.

The shortlisted brands pitched their ideas in person, before the panel of judges chose WWF as their winner.  

The world’s leading global environmental charity is set to showcase a campaign which encourages everyone to get their daily dose of nature. The advert will detail how getting outside has a positive effect on your wellbeing and mood, demonstrating that those connected to nature enhance their wellbeing as well as their sense of agency to support environmentally friendly actions.

Engaging with nature is proven to boost our mood, whether it’s taking a walk through a local park, watching the birds out of your window, or even just listening to the sounds of nature wherever you are. That is why we are thrilled to win ITV’s inaugural Head First competition. Building on ITV’s incredible Britain Get Talking initiative, we want to help bring the restorative power of nature to people across the UK." Tanya Steele CBE, CEO of WWF

Additionally, we will be match-funding the four runners up - Harry’s ,Talk Club, Isuzu UK and Nando’s - up to £250,000 each in airtime, with the final campaigns due on air in Q4 2024.

The award was judged by some of the biggest experts in the advertising industry, including Chair Sheila Mitchell CBE, former Marketing Director for Public Health England, who stated:

More than 70 UK brands, charity organisations and their agencies brought innovation and creativity to the critical issues of mental health and wellbeing. The judges therefore had a very hard task, as they were looking for a strong TV campaign supported by an extensive customer experience and a rigorous evidence base for the health intervention. Through this initiative ITV has brought a welcome focus to a wide range of mental health concerns.” Sheila Mitchell CBE, Chair of Judges and former Marketing Director for Public Health England

The other judges include Poppy Jaman OBE, Founder and Executive Vice Chair, MindForward Alliance; Simon Gunning, CEO, CALM; Lindsey Clay, CEO, Thinkbox; Chris Birch, Executive Creative Director, VCCP; Maisie McCabe, UK Editor, Campaign; Kate Waters, Client Strategy & Planning Director, ITV; and Susie Braun, Social Purpose Director, ITV. The campaign was devised by Rachel Compton, Head of Commercial Marketing, ITV. 

This was a hotly contested final with so many evidence based ideas all aiming to encourage the nation to take positive and preventive action towards better mental health. We couldn’t be more pleased to announce WWF as our first Head First award winner. This campaign builds on ITV’s impactful social purpose initiatives, putting mental wellbeing at the heart of what we do.” Rachel Compton, ITV’s Head of Commercial Marketing

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