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ITV's mental wellness campaign kicked off by disrupting one of its biggest TV shows on Saturday night.

During the final of Britain’s Got Talent: The Champions, presenters Ant & Dec halted the proceedings and talked to viewers at home about the rise in anxiety and depression in children, and how talking and listening to each other can help build mental wellness. They then paused the show and urged people at home to talk to each other during one minute of silence. The following commercial break opened with a film, by Uncommon Creative Studio, featuring ITV talent who do not move or make a sound, with the same message about prioritising mental wellness woven throughout the scenes. The takeover included silent ads from Dunelm, Oral-B, Gillette, Seat and Network Rail, and activity will continue throughout the month and leading up to World Mental Health Day on 10 October.