Tesco’s F&F clothing sub-brand has linked up with charity Campaign Against Living Miserably (CALM) for a comedian led cause campaign promoting male mental health awareness during World Cup.
The initiative, called #MarkYourMan, is fronted by CALM ambassador Romesh Ranganathan and fellow comedian Rob Beckett.
The campaign aims to encourage men to support one another through both the good times and bad – just as they would support their football team.
Thee creative’s objective is to highlight the contrast between the emotion men can show in relation to football (both on and off the pitch), compared to real life where CALM’s own research shows 84% of men bottle up their emotions.
The comedians are shot wearing two-part tee-shirts – created by F&F and creative agency ODD – which when put together, make one symbol of support.
The tee-shirts are on sale up until 1 August and £1 from each purchase is donated to CALM.
The initiative is spearheaded by a set of short online films rolling out across digital platforms and social media channels – all of which encourage men to open up and support each other.
The online spots are backed by social support from the brand,
Want to know @theCALMzone ambassadors @RomeshRanga & @robbeckettcomic fave football moments? Watch to find out and get involved with @theCALMzone #MarkYourMan #FandFclothing
All donations made between 14.05.18 – 1.07.18 to CALM (registered charity No 1116021 and SCO44347) pic.twitter.com/7h72PQXUfs
— F&F (@FandFclothing) June 7, 2018
the charity
That World Cup thing is proper close now & we thought we should do something to celebrate…
New campaign
New t-shirt
New CALM ambassadorYep. Here's @RomeshRanga modelling the @FandFclothing #MarkYourMan t-shirt with @robbeckettcomic.
More ➡ https://t.co/uGRDjWYzN7 pic.twitter.com/RBsu4Sii8w
— CALM (@theCALMzone) June 5, 2018
and the comedians themselves.
Support your team, support each other, support Calm. Buy your @theCALMzone charity t-shirt from F&F at selected Tesco stores #Markyourman pic.twitter.com/PZKnsregu0
— Rob Beckett (@robbeckettcomic) June 8, 2018
Further activity is planned to run across print and retail through Russia 2018.
“CALM do amazing work to build awareness and campaign for societal change in male communication and emotional support. They provide invaluable care with front line crisis management, so we’re delighted to partner with CALM and we hope to raise further awareness, get men talking and support CALM with donating profits from our charity t-shirts,” commented F&F CEO Richard Price.
Links:
Tesco F&F
https://www.tesco.com/direct/clothing/
https://twitter.com/fandfclothing?icid=fnfsocialicons_link_slot3
https://www.youtube.com/user/FandFClothing
https://www.instagram.com/stories/fandfclothing/
https://www.pinterest.co.uk/fandfclothing/
CALM
https://twitter.com/theCALMzone
https://www.facebook.com/theCALMzone
