Almost half of young people in the U.K. struggle with anxiety and more than 400,000 children and young people a month are being treated for mental health problems -- the highest number on record.

Address the fact that even though young people are carrying a lot on their shoulders, they often struggle to talk about it. Its core message is how important it is for adults to keep trying, because it takes time to break through.

A father is watching TV as his young daughter arrives home from school. He offers her a cup of tea and begins to ask her questions about her day. The girl doesn’t seem like her usual self, looking down at her phone and picking at her nails, avoiding eye contact. As her father begins to ask about her troubles at school, his daughter assures him “she’s fine”--though her body language and the subtitles on screen suggest otherwise.

Since its initial launch, research indicates that Britons have had 100 million new or more meaningful conversations as a result of the campaign.