ITV is announcing the launch of an all-new advertiser-facing Head First Award initiative to shine a spotlight on mental wellbeing in the industry and promote positive action on the issue.
With high-flying judges including Public Health England marketing director Sheila Mitchell, Campaign UK editor Maise McCabe and ITV client strategy and planning director Kate Waters, the award will recognise brands that best respond to the brief to champion and communicate to the nation around mental health.
The total prize fund for the winning brand is £2 million worth of airtime, with the winners being awarded £1 million and the broadcaster offering to match-fund the other four shortlisted entries up to £250k each.
Also judging the on-air spot will be CALM CEO Simon Gunning, Thinkbox CEO Lindsey Cley, VCCP executive creative director Chris Birch, ITV social purpose director Susie Braun, City Mental Health Alliance CEO Poppy Jaman OBE.
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Entries will be open from 5 December 2023 until 20 February 2024, at which point the five shortlisted entrants will go through to round two where they will have one month to develop an in-person pitch.
It follows the broadcaster’s partnerships with charities including Britain Get Talking, which will see the nation inspired to have over 100 million conversations to help improve mental wellbeing.
Chair of ITV Head First award Sheila Mitchell said: “The ITV Head First Initiative is a great opportunity to bring the creativity, innovation and impact of the marketing industry to ensure the currency and relevance of mental wellbeing is constantly re-enforced”.
“I’m delighted to see the inaugural ITV Head First Award come to life – championing the importance of mental wellbeing for all is at the core of ITV’s social purpose,” said ITV head of commercial Rachel Compton.
“It’s fantastic to be able to further cement this by encouraging the advertising industry to put ideas that create a culture of wellbeing and promote long-lasting change at the forefront of their campaigns.”
ITV head first award chair and former marketing director Sheila Mitchell added: “The ITV Head First initiative is a great opportunity to bring the creativity, innovation and impact of the marketing industry to ensure the currency and relevance of mental wellbeing is constantly re-enforced”.
