Britain goes back to school

British television network ITV is continuing its mental health initiative, Britain Get Talking, with The Hardest Subject, another touching campaign created by Uncommon and fronted by TV personality duo Ant and Dec. 

The initiative, directed by thirtytwo through Anonymous Content, is encouraging every school in the country to set a different kind of homework ahead of World Mental Health Day on October 10, as what is on our minds can be the hardest subject of all. 

Alongside a fun and interactive assembly film which teachers are able to use to help explain the homework to their pupils and parents or carers, the campaign features a rousing hero film, running across ITV and ITVX. The main spot features a cast of children from across Britain, sending a powerful rallying cry to the adults in their lives: encouraging them to “do their homework and get talking.”

This homework task comes at a time when we’ve never needed it more — a cost of living crisis, a pandemic and troubling world events have all had a negative impact on our children’s mental health like never before. In fact, mental health has declined in almost 40% of schoolchildren.

The new initiative launches with the ambition to reach every British school and create an important national conversation — and in doing so, help children across Britain share what’s on their minds through this unique homework exercise. ITV is working directly with schools and charity partners — Mind, YoungMinds and the Scottish Association for Mental Health (SAMH) — on the roll-out.

The homework task with be available at: itv.com/BritainGetTalking , alongside further advice and support.