This summer Tesco’s F&F have partnered with CALM (Campaign Against Living Miserably), the U.K. male mental health charity. Launching this week, the #MarkYourMan campaign from ODD uses the impending World Cup to highlight the importance of guys supporting their friends.
The campaign is supported by social films starring two U.K. comedians, Romesh Ranganathan and Rob Beckett. The pair feature in a series of short online films built to fit seamlessly into social feeds during the World Cup, encouraging men to open up and support each other. ODD also teamed up with F&F to create a “two part” t-shirt that forms a St. George’s Cross (the traditional symbol of the England team) but only when two wearers stand together. F&F will donate one pound from the sale of each six-pound t-shirt to CALM.
The social, print and retail effort will primarily target men but also engage with women who may have a husband, brother, friend or son struggling to open up and seek support.
Nick Stickland, ODD Co-Founder & ECD said: “Most men struggle at some point in their life, and many don’t know who they can turn to in times of need. The core F&F menswear customer is perfectly aligned with the target demographic for CALM – so the partnership made complete strategic sense to us. Mates can be a great first port of call but it’s best not to wait until crisis point. Whether it’s your dad, your son, your partner or your pal – we are encouraging you to #MarkYourMan.”