Bauer Media teams up with Liverpool charity for mental health campaign

Stephen Chapman's picture
by Stephen Chapman

Little Mix, Olly Murs and James Bay are pledging their support to a new campaign from Bauer Media and Liverpool charity, Chasing The Stigma.

The #PledgeKindess campaign asks people to do something kind for somebody else, by “pinning” their pledge to an interactive digital map. The aim is to collect 10k pledges by World Mental Health Day on Saturday 10th October.

“It’s great to be a part of this campaign which highlights mental health and we hope people get involved and #PledgeKindness. Year after year, we are faced with the same reality that thousands of lives are being lost to suicide,” said Jake Mills, Founder of Chasing the Stigma.

“There were 5,691 suicides registered in England and Wales in 2019, many of which weren’t known to the system, and COVID-19 is having a catastrophic effect on people across the UK. Every day, not just on national awareness days, we should be opening dialogue, making sure people know what support resources are available and giving them a space to find help.”

Popstars will be sharing their stories of kindness and encouraging fans to get involved. Absolute Radio will also be replacing ad breaks with an instrumental song, for the first time ever, to help listeners take time to think about their mental health, and how they can help people around them.

“We’ve been proactively campaigning for mental health awareness with Where’s Your Head At? since 2018 and know mental health is even more of an issue this year with coronavirus and lockdown impacting our livelihoods,” added Lucie Cave, Creative Editorial Director, Bauer Media.

The interactive digital map has been built in partnership with Chasing the Stigma’s Hub of Hope app.

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