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8 October 2020

A Call Away

by Syd Briscoe

ITV: “Help Our Helplines” - 30s

As the Covid-19 pandemic stretches ever onward and bad news piles up from around the globe, it's no wonder that mental health helplines have received a massive uptick in use over the past year. This hasn't been met with a similar increase in funding - something ITV's latest campaign aims to address.

The concept is striking in its simplicity: an unanswered phone call rings out across the network, stopping popular shows like Loose Women and This Morning in their tracks. It offers a twofold reminder to those who may not have struggled with their mental health previously: that the need to support such services exists, and that there is help available if they need it.

While non-essential medical services remain disrupted and NHS mental health provision has long been criticised for its months-long waiting times, the role of helplines in support and crisis intervention is more vital than ever. This poignant effort reminds us that charities need extra help to keep the lines open.

Creative Agency: Uncommon Ⓟ Ⓦ

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