Beiersdorf-owned personal care brand Nivea Men is partnering with UK-based men’s suicide prevention and mental health charity AndysManClub in an effort to encourage more men to ensure they look after themselves as part of everyday life.
Built on a shared belief that looking after yourself matters, the partnership wants to promote the fact that wellbeing is about more than physical health. It also means supporting your mental wellbeing, taking time to check in with those around you and feeling able to have meaningful conversations when life gets difficult.
At the heart of the partnership is a simple but important message: #ITSOKAYTOTALK, and ultimately they want to encourage men to take positive everyday steps towards self-care and wellbeing, raise awareness of the support available and help make conversations about mental health feel more natural.
The charity was founded in Halifax, West Yorkshire in memory of Andy Roberts, a 23-year-old man who died by suicide in 2016 with no visible signs or warnings. It was started by Andy’s mother, Elaine Roberts, and his brother-in-law, Luke Ambler.
What began as a small group of men coming together to talk has grown into a nationwide peer-support community, helping to challenge the stigma surrounding men’s mental health.
It offers free, peer-to-peer support groups across the UK and online, providing men with a space to talk, listen and share experiences without judgement.
And, just last week, the founders received a Pride of Britain Special Recognition Award, recognising the lasting impact of a charity built in the wake of profound personal loss.
The charity’s website lists more than 370 groups each week, over 7,000 weekly attendees and more than 3,500 volunteers. The charity has also recorded one million attendances, marking a significant milestone in its work to help men through the power of conversation.
Nivea marketing director Andrew Rawle said: “Looking after yourself is an important part of everyday life, whether that means taking care of your physical wellbeing, supporting your mental health or checking in with the people around you.
“Through our partnership with AndysManClub, we want to encourage men to make time for their wellbeing, feel more comfortable talking openly and know where to turn for support. Together, we want to help make care and conversation a more natural part of everyday life.”
AndysManClub head of partnerships Lucas Whitehead added: “We see the difference a conversation can make. Our groups give men a space to talk, listen and know they’re not alone.
“Partnering with Nivea Men gives us another opportunity to spread the message that looking after yourself matters, and that #ITSOKAYTOTALK. The Pride of Britain recognition is a special moment for everyone who makes our groups what they are. Together, we want to reach more men and remind them that tomorrow can be better than today.”
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