To us, partnerships means collaborating with others to make a positive contribution to society. Through a combination of our on-air appeals and campaigns, along with local community engagement, we’re committed to inspiring, engaging and empowering our stakeholders to make a difference.
Investing in partnerships with a variety of social action organisations, charities, NGOs and government, enables us to deliver programmes and initiatives to empower our viewers and colleagues to make a positive difference, at regional, national and international scale.
How we measure success
To make sure we make the biggest impact for the causes and charities we support, we set individual targets for each appeal or campaign we run. For example, how much airtime we use or donations we want to raise. Our Charities and Causes Policy acts as a framework to help us decide what causes to endorse, making sure they’re credible, effective and align with our brand values.
As a business, we aim to donate the average corporate giving of the FTSE 100 to charitable causes through cash or in-kind, which is 1.9% of pre-tax profits* . We also encourage colleagues to support charities and causes, and aim for 10% of all our workforce to participate in local volunteering opportunities.
We also make sure we meet our Ofcom broadcasting license quota of making 35% of our programmes outside of London, keeping our programmes regionally relevant and engaging.
Everyday, our programmes give us the chance to share stories and raise awareness of social topics and champion causes to millions of people.
Whether it’s a fundraising appeal, or by partnering with charities on campaigns to raise donations and awareness, we contribute valuable airtime to support various national and international causes throughout the year. In addition to public fundraising, we ourselves aim to donate the average corporate giving* of the FTSE 100, through cash or in-kind, to charitable causes each year. Our Charities and Causes Policy provides a framework to make sure the causes we endorse are credible, effective and align with our brand values.
Our Cause Strategy helps us focus our efforts to support causes and charities aligned to one social topic – health and wellbeing. In this way, we are aligning our efforts to support the UN Sustainable Development Goal 3 on good health and wellbeing by inspiring, engaging and empowering our people to make a difference to their own or other people’s health.
To find out more about our most recent on-air campaigns and appeals, visit the News Section or see our ITV Corporate Responsibility Summary Report 2016.
Volunteering can be a hugely enjoyable and rewarding experience but we know it can sometimes be a challenge to find the time and the right opportunity. We want to empower and support our colleagues to find ways to offer their time and skills to make a difference.
At ITV, we offer colleagues one day’s paid leave a year to volunteer. Many of our on-air campaigns have a social action or volunteering opportunity involved, like taking to the phones at one of our dedicated donation call centres during Soccer Aid. We really want to champion skills-based volunteering and mobilise our workforce to use their area of expertise to benefit local communities and causes, with the goal of achieving 10% colleague participation in local volunteering opportunities. Across our business, teams are offering their specific skills and expertise to make a difference. Since 2009, colleagues from our legal department have supported the Body and Soul Charity, hosting monthly free of charge legal clinics that give advice and support on issues that affect people who have experienced childhood adversity, such as consultation on family law, housing, discrimination and medical negligence.
Actively promoting events and organisations who can help connect our employees with volunteering opportunities is an important way to promote and encourage a culture of volunteering. Over the years we’ve supported organisations and initiatives such as Media Trust, Do-it Trust, one of the UK’s leading volunteering websites, and Business in the Community’s Give and Gain Day.
Find out more about how we’re empowering our people in our ITV Corporate Responsibility Summary Report 2016.
Along with our dedicated charitable campaigns and appeals, we’re committed to using our most-loved, most-watched programmes, that are at the heart of popular culture, to raise awareness of social topics and to inspire positive behavioural change.
We’re conscious that our greatest tool is our reach and this enables us to embed social topics into our most-loved most-watched programmes, empowering our viewers to take action and create change for good. From highlighting the importance of self checks during Lorraine’s Check Your Chaps campaign, to soap storylines that mainstream and spark conversations around topics such as mental health, alzheimer’s and child grooming, our programmes give us the chance to engage viewers and inspire change throughout the year.
We’re proud to be a Public Service Broadcaster and take our responsibility of empowering and investing in communities, seriously.
Beyond the economic benefits of job creation and our investment of around £1 billion a year on programming – the vast majority of which is original UK content provided free to UK viewers at no cost to the taxpayer, we have the opportunity to benefit and contribute to communities nationally and regionally.
Whilst London remains the location for many of our productions, we’re committed to continuing to invest in the creative economy elsewhere in the UK. As part of our Ofcom broadcasting licence, we have a quota of 35% of regional (outside of London) programme making and we’re proud that we exceeded this in 2016 by making 46.6% and 41.1% by volume and value respectively outside of London. Two of the nation’s most-loved soaps, Coronation Street and Emmerdale, are based in Manchester and Leeds respectively and wherever possible we try to source goods and services, such as catering and production supplies, locally. This not only minimises the environmental impact of transportation but helps to ensure that we’re supporting local businesses.
We also invest in opportunities to use our channel reach to empower communities through on-air campaigns or events. In August 2016 we switched off our main channel for 1 hour and encouraged viewers to get involved in sporting activities in their local area, including at our filming sets at our Coronation street and Emmerdale locations. The campaign saw an amazing 972,000 people take part in ‘I Am Team GB’.
Our regional offices and news centres are the backbone of ITV and at the heart of the communities we serve. Our regional identity is something that we’re very proud of, and across the UK, our News teams strive to play an active and valued role in their communities, championing local interests and regional identity.
Fixers, an initiative run by the independent charity The Public Service Broadcasting Trust, backed by us and part funded by The Big Lottery Fund is a movement of young people who are tackling issues that they feel strongly about so that they can make a difference to their communities. It’s a unique approach, led by young people, which allows them to create their own solutions to issues that affect them directly. Using the skills of a team of creative experts, the Fixers develop ways to get their message heard by the right people, whether that’s through film, print media, on-line campaigns or events. Our role is to help raise awareness by sharing their films and stories with our News audiences. Our regional News teams have played a significant role from the start, initially by promoting the scheme and now showcasing the latest Fixer projects across our regional News programming each month.
Find out more about how we’re empowering communities in our ITV Corporate Responsibility Summary Report 2016.
Empowering the next generation and encouraging social mobility through experience and access to our industry is really important to us. Throughout the year we run a series of open-door events and initiatives to encourage people from the communities in which we operate to come along and find out more about what we do.
We want to inspire the next generation by offering not only guidance and advice on accessing our industry, but to help build young people’s confidence in their ability to pursue careers within media or across other sectors. The ITV Insights Programme, Breaking Into News and supporting Creative Diversity Network’s Open News Days, are all ways in which we aim to inspire the next generation and champion regional TV opportunities. We also support the Media Trust’s Transforming Hidden Talent initiative that aims to get young people into meaningful employment by building their skills, connections and confidence. The 12-month programme is about providing young people with the tools to explore opportunities available within the media industry. A key part of the programme is one-to-one mentoring, and around 20 ITV colleagues have become mentors to share their knowledge of the industry and offer guidance and support.
Beyond the roles that are commonly associated with TV, like scriptwriters and camera technicians, behind the scenes there’s a huge variety of other skilled professionals, from sales and marketing teams to lawyers, who make the delivery of TV possible. We want young people to have the chance to experience other areas of our business. Initiatives like the Legal Social Mobility Partnership (LSMP) help us to do that. LSMP is a nationwide collaboration of over 30 law firms, commercial organisations and professional sports clubs working together to broaden access to the legal profession. Led by us, the LSMP provides a work insight programme for students, including a week with a law firm and a second week with four in-house legal teams including ITV and beyond the scheme itself, alumni can continue to access career guidance through virtual coaching. Delegates are drawn from schools selected by the partners working closely with organisations including PRIME, Social Mobility Foundation, Manchester Access Programme and Pathways to Law.