UK’s ITV Creates Fake Exam Papers To Shine Spotlight On Kids’ School Struggles

As the exam season approaches in the UK, broadcaster ITV is continuing its mental well-being initiative through a series of creative advertisements. This time, it’s created mock exam papers to highlight just how stressful crunch time in school can be for young people.

According to a YouGov survey, over two-thirds (72%) of parents across the country indicated that kids aged 14 to 18 years old are concerned with exam stress.

As such, to raise awareness of the matter, ITV has joined forces with Mind, YoungMinds, the Scottish Association for Mental Health, and Uncommon London on a hard-hitting campaign.

Dubbed No Silence Please, the campaign sees radio, out-of-home, television, press, and social media advertisements take on the most common aspects of exam season: the tests. The spots take on the form of a black-and-white exam paper, audio language exam, and even a classroom poster.

According to The Drum, the elements are meant to reinforce the “heart-pounding fear” everyone has experienced when sitting for an exam. For example, an anatomical drawing of a heart on an exam sheet shows the “palpitations” kids experience during challenging tests.

Susan Braun, Director of Social Purpose at ITV, told the publication that it can often be challenging for parents to help children struggling with exam stress. Overall, the campaign hopes to show that simply talking about such issues can make them more manageable for all.

[via The Drum and The Stable, images via Uncommon London]