How does the team work?
Britain’s largest commercial broadcaster shifted its focus in January 2019 from positive-but-passive corporate responsibility to active, driven social purpose, putting social change at the heart of its business strategy. ITV’s Social Purpose Team was created to drive this change across every channel of the business.
What did the team do?
The team focused its efforts on four priorities: Britain's health, environment, people and communities. It launched two health initiatives: the mental health campaign Britain Get Talking and Eat them to Defeat them, a campaign to tackle poor childhood nutrition and build on existing work with charity partners. The group also recruited a team of volunteers from across ITV to reduce the organisation’s environmental impact and embedded social purpose into the organisation’s internal communications.
Why did it win?
Britain Get Talking was the UK’s best-known mental health campaign in autumn 2019: 2.8 million people had conversations with their families about mental health, smashing the target of a million people to take action. ITV’s target of encouraging 25 per cent of homes with children to consume an extra portion of vegetables each week through their Eat Them to Defeat Them campaign also smashed expectations: 650,000 children ate more vegetables as a result of seeing the advert, the overall increase equating to an extra portion a week for every UK household with kids. Internally, the organisation’s diversity and inclusion record was improved and the organisation became carbon neutral for the first time, offsetting all operations and business travel.
What did the judges say?
Kloe Tegg, fight hunger manager at Asda, said ITV had clearly utilised its wide reach across its campaigns and CSR initiatives.
“CSR is becoming increasingly important to people, especially the younger generation and ITV has really understood the importance of this, making a massive societal impact in a number of arenas,” she said. “Not only have results happened from their campaigns, but it's also clear a wider CSR strategy is followed.”
Muckle & Community Foundation Tyne & Wear and Northumberland