As Stressful Exams Loom, ITV Encourages Connection Between Kids and Parents

Checking in on youth people's mental health

When it comes to anxiety, depression and mounting stress, silence is never golden. Such feelings mustn't fester, or tragedy could follow close behind.

So, the latest iteration of ITV's lauded "Britain Get Talking" mental-health initiative breaking this week encourages dialogue between young people prepping for nerve-racking exams and their parents or carers.

ITV Exams

Dubbed "No Silence Please," the work uses term papers, "test in progress" announcements and other visual cues to deliver the message.

Creative studio Uncommon led development, supported by partners including Mind, YoungMinds and SAMH. The campaign will roll out in the U.K. across press, radio, social, TV and out-of-home venues.

"Exams are a huge cause of stress for young people right now and as a parent it can be hard to know how to help," says iTV director of social purpose Susie Braun. "This campaign shows that simply talking about the difficult topics on our mind is often the best way to make it more manageable."

"More young people than ever are struggling with their mental health," says Tom Madders, director of communications & campaigns at YoungMinds. "The pressure to catch-up on lost learning time because of the pandemic is just one of the challenges young people are facing and with exam time upon us, many students will be experiencing overwhelming stress. Conversations can help young people feel reassured and we hope this campaign will encourage more people to get talking."

Such outreach is more vital than ever, YoungMinds says, with one in six children aged five to 16 dealing with mental health issues in 2021 (up from one in nine in 2017). And, according to a YouGov survey more than 70 percent of parents say that exams are causing their kids some level of concern.

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