CALM (Campaign Against Living Miserably), the U.K. male mental health charity that won plaudits recently for its disturbing suicide sculpture on the roof of a London building, is using the impending World Cup to highlight the importance of guys supporting their friends.
The charity and integrated creative agency ODD teamed with Tesco's F&F clothing range 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.
It's part of a wider campaign titled #MarkYourMan that's 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.
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.