British Airways: Take Your Holiday Seriously, 3

British Airways Holidays is urging Brits to take their holidays seriously, with the launch of a new campaign created by Uncommon. Despite the fact that not taking a holiday is proven to literally kill us sooner, Britain fails to take holidays seriously. In fact, a new survey reveals that 50% of UK working adults do not take their full annual leave allocation. The survey, commissioned by British Airways Holidays with YouGov Plc., also found that 48% of working Brits have checked their work emails whilst away, when science suggests that not taking time off can shorten your life expectancy. With a cost-of-living crisis this winter and a recession on the horizon, many will be finding it harder to justify a getaway in 2023. However, a 40-year study by the European Society of Cardiology revealed that taking a holiday could help people live longer. British Airways Holidays’ survey also revealed that nearly 79% of those asked agreed that taking a break is good for their mental health. With this in mind, Uncommon's new films launch the start of a new campaign for British Airways Holidays titled ‘Take Your Holiday Seriously’. The work will run on TV, in cinemas and across social, with more campaign executions launching later in the month. Behind the humour is an important message - that holidays are more than a frivolous luxury, and we should all prioritise time away for our wellbeing.