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Following a challenging year as Coronavirus continued, ITV launched the next iteration of Britain Get Talking — the UK’s most recognised mental health campaign, which has inspired 100million meaningful conversations. To support the important message this Christmas, we launched a powerful print campaign to encourage the nation to check-in with their loved ones. The copy on the negative space left from an unwrapped present read differently on each execution, demonstrating that the gift of a few minutes, the present of our presence, is the most generous thing we can give to the ones we love.