ITV set out to encourage the people of Britain to stop and talk to one another in a well proven bid to improve the nation’s mental health. We did this in the most powerful but surprising way a broadcaster could: by stopping talking themselves and giving viewers opportunity to talk instead. We created the world’s first silent ad break, enlisting brands to highlight the importance of finding time to talk. Using ITV’s biggest broadcast properties and brightest stars the campaign allowed and encouraged families to reconnect. This campaign became the most recognised mental health campaign of the year.