Bolton brand agency ABSOLUTE has launched an emotionally powerful new campaign, “The Race to Save Lives,” in partnership with mental health charity The David Riddell Memorial CIO, designed to spark open conversation and early intervention around men’s mental health.
Unveiled alongside the Kwik-Fit (GB) Ltd British Touring Car Championship (BTCC.), the campaign is grounded in one urgent message:
“If you need help – ASK. If someone needs help – TALK.”
The campaign addresses a deeply troubling truth: suicide remains the biggest killer of men under 50 in the UK. Despite greater awareness of mental health issues, too many are still suffering in silence, often unnoticed by friends, colleagues, or even family members until it’s too late. This initiative is designed to disrupt that silence.
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The Race to Save Lives campaign is also rolling out a mobile pop-up barbershop at five BTCC race weekends, reaching over 200,000 attendees. These aren’t just any barbers. Each barber is also a trained mental health practitioner, equipped to recognise the early signs of emotional distress and encourage open, confidential dialogue during each free haircut
This concept, developed in collaboration with The Lions Barber Collective, a group known for their pioneering work in mental health training within the grooming industry, creates a safe, informal space for men to open up—often when they least expect to.
Motorsport, often viewed as a high-adrenaline, male-dominated space, is uniquely placed to help break the stigma. The campaign is supported by high-profile drivers and teams from across the paddock, many of whom have shared their personal experiences with mental health in the past.
“The message is simple but urgent,” said Chris Hodgen, director at ABSOLUTE. “We know motorsport has the platform, the reach, and the responsibility to speak to men who might otherwise never seek help. We’re not just raising awareness—we’re creating actual moments for people to start life-saving conversations.”
The Race to Save Lives has or will feature at the following BTCC rounds:
Thruxton Circuit
Croft Circuit
Knockhill Racing Circuit Ltd
Silverstone
MotorSport Vision Ltd – Brands Hatch Finale
At each event, fans can visit the branded pop-up barber shop, receive a free haircut, and engage with resources provided by The David Riddell Memorial CIO.
