ITV launches 2021 ITV Social Purpose Impact Report

ITV launches 2021 ITV Social Purpose Impact Report following news that Britain Get Talking has passed the milestone of 100 million new or more meaningful conversations

Following news earlier this month that its mental health campaign Britain Get Talking had reached 100 million new or more meaningful conversations since it began in 2019, ITV today launches its Social Purpose Impact Report 2021.

It details results including 5.1 million people taking at least one action to support their health in 2021 as a result of ITV campaigns, alongside achievements in other focus areas of climate action, diversity and inclusion and giving back. 

It also outlines a new target of encouraging the public to take 200 million healthy actions by 2023. 

The report begins with a welcome and review of the year’s highlights from Chief Executive Carolyn McCall, where she discusses the importance of transparency and proven action in Social Purpose, as well as its importance to advertisers, investors and colleagues.  

Carolyn McCall said: “Through our programmes we entertain and connect with millions of people, and we know that those people not only expect but welcome ITV using its powerful platform to make a difference in areas that really matter.

Our four Social Purpose priorities  – Better Health, Diversity & Inclusion, Climate Action and Giving Back – help us deliver that difference, both on- and off-screen through best-in-class creative and effective behaviour change initiatives.”

Better Health

The pandemic exacerbated challenges to mental and physical health. To combat some of these issues, ITV used its platforms to encourage audiences to look after themselves.

ITV research undertaken by YouGov shows that 5.1 million people have taken at least one action to support their health as a result of Better Health campaigns. 

ITV’s groundbreaking campaigns including Britain Get Talking have meant that 3.5 million people have connected with friends and family. Ant and Dec recently announced on Saturday Night Takeaway that Britain Get Talking led to over 100 million new or more meaningful conversations since launch. 

Over a million young people did something to take care of their mental health because of ITV2 x CALM’s partnership. In addition, almost 1 billion additional portions of vegetables have been sold after Eat Them To Defeat Them campaigns, encouraging healthier eating habits. 

Over 160 hours of wellbeing content are being delivered through the new nightly mindfulness programme, Unwind with ITV. 

ITV will now focus on achieving 200 million healthy actions by the end of 2023. 

Diversity and Inclusion

As the UK’s largest commercial broadcaster, representation both on-screen and off-screen and within our workforce is crucial. ITV is proud to have ranked first for Equality among the FTSE 100 in the Tortoise Responsibility 100 index and was named the Best Place to Work for People of Colour in a survey by the TV Collective.

A year on from the launch of the Diversity Acceleration Plan, ITV has increased its representation of Black, Asian and Minority Ethnic staff at all levels and aims to hit targets for gender, ethnicity, disability, and LGBT+ representation. 

The representation of disabled people both on- and off-screen and in our workforce continues to be a specific priority for ITV. Results show that on-screen disability representation is at 9.6%. 

ITV launched a powerful on-air Invisible Disabilities campaign, featuring Chase star Paul Sinha, TV personality Katie Piper, Loose Woman’s Kelle Bryan and Real Housewives of Cheshire star Tanya Bardsley revealing their hidden disabilities. Around 5 million people changed their views of disability, with nearly two-thirds of young disabled people admitting they felt seen after the campaign went out.

New commitments in ITV’s Diversity Acceleration Plan set out prioritising disability inclusion. 

Climate Action

ITV has reduced carbon emissions in its control by 44% and the emissions it influences by 6%. Around 84% of UK programmes that ITV produced were albert certified as sustainable. This is a significant marker of ITV’s commitment to reaching net-zero. 

ITV marked COP26 with its own Climate Action week featuring new commissions, environmental content in Daytime shows, quizzes and a behaviour change campaign, encouraging over a million people to make sustainable choices.

ITV has achieved a CDP (Carbon Disclosure Project) rating of A-, placing its Climate Action approach amongst the top 10% in the world. ITV created a new policy linking the senior team’s remuneration to Climate Action performance. Alongside 11 other international broadcasters and streamers, ITV has pledged to create content helping audiences understand what tackling climate change means and how to live sustainably.  

Giving Back

ITV has helped Soccer Aid for UNICEF raise a record-breaking £13 million to help children and those who support them get back on track during Covid-19.

ITV also launched a brilliant mentoring programme with Creative Access for talented people from underrepresented backgrounds to progress their early careers through support from ITV colleagues. 

Susie Braun, ITV’s Director of Social Purpose said:

“Our Social Purpose Impact Report shows that ITV is truly shaping culture for good - from creating shows that entertain millions to having a genuine impact on the issues our audience cares about. We’re incredibly proud of the strides we’ve made across health, climate action, diversity and inclusion as well as giving back to important causes, and we’re excited to take this momentum into another exciting year for Social Purpose.”

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About ITV Social Purpose:

ITV entertains and connects with millions of people globally, reflecting and shaping culture with brilliant content and creativity. Reflecting and shaping the world we live in gives us a great opportunity: to change ITV for the better, and to use our content to reach and inspire positive change in the wider world. This is ITV's Social Purpose - shaping culture for good. We do this across four focus areas: Better Mental and Physical Health, Diversity & Inclusion, Climate Action and Giving Back.

For more information, please visit: itvplc.com/socialpurpose