ITV does more than entertain. It reflects and shapes British culture in a way that global competitors cannot. Britain Get Talking is an ITV mental wellness campaign to bring families closer, supported by MIND and Young Minds. As the final of Britain’s Got Talent built towards its climax, Ant and Dec paused the show, asking people to reconnect at home instead – Turning Britain’s Got Talent into Britain Get Talking - timed for World Mental Health Day. It was the UK’s most recognised mental health campaign, reaching over 20 million people, with 2.8 million immediately having a conversation.