Advanced Television

ITV2, ITV Hub invites celebrities to ‘Retreat Yourself’

July 4, 2022

Four celebrities are about to embrace the unorthodox as they enter a wellness clinic like no other in ITV2’s Retreat Yourself, launching on July 8th and produced by Twenty Six 03.

Commissioned as part of ITV and Campaign Against Living Miserably’s ongoing mental wellness campaign, What Gets You Through, Retreat Yourself sees unconventional-wellness guru Donna Preston open the retreat’s doors to four famous faces, ready to showcase a series of the weird, wonderful, less than conventional coping mechanisms, proving that self care comes in many shapes and forms.

Singer Jake Quickenden, Love Island favourite Kaz Kamwi, social media star Holly Ramsay and radio DJ Dean McCollough are the celebrities checking into the most extraordinary wellness centre, where host Donna is determined to flip classic wellness activities on their head and prove that when it comes to caring for your mental health, it really is all about just doing ‘whatever gets you through.’

Forget peace and tranquility, this retreat opens up a menu of bizarre activities that will see the celebrities shed their inhibitions and get to grips with self care as they’ve never known it; meditative breathing is replaced by pottery smashing, messy Twister takes the place of yoga, and instead of therapy animals the celebrities will be herding animals.

Retreat Yourself is the follow up to last year’s The Full Treatment, in which Kem Cetinay and Amber Rose Gill talked to different celebrities about their own mental health challenges and ways of combating them.

With a core audience of viewers aged between 16-34 year olds on ITV2, and with over 80 per cent of that demographic registered on ITV Hub, the partnership with CALM aims to ensure that younger people feel equipped to think about what helps them get through tough times, and make time for it. In 2021, the partnership led to over  1 million young people take action to manage their mental wellbeing and feel better able to cope with life’s ups and downs.

As part of the partnership ITV2 and CALM have continued their TV and social media campaign for a second year. Produced by ITV Creative, the campaign focuses on the more unusual things people do to get themselves through low moments. The campaign was further amplified by a TikTok partnership with creators sharing their quirky pick me ups, and encouraging their followers to ‘Just Do What Gets You Through’. The latest burst of the campaign launched on the 6th June with a new ad featuring a young woman boosting her mood by dancing along to her gran DJing. The first burst of the campaign in March this year led to over 1.3 million people taking action to care for their mental wellbeing.

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