UKTV has announced a partnership with mental health charity Calm (Campaign Against Living Miserably) to launch on Dave.
Calm is an award-winning charity dedicating to tackling the rate of suicide among men and challenging a culture that prevents men from seeking help.
Titled ‘Be the mate you’d want’, the new campaign aims to highlight the significant power of small gestures towards friends going through a hard time.
During the campaign comedian James Acaster will voice positive mental health awareness promos, which will take over a four-minute commercial ad break. Next year the movement will also include a podcast and a commissioned comedy to support male friendship.
Research commissioned by Dave and Calm revealed that 38% of men would appreciate friends sending them a message. 48% of them would appreciate friends making them laugh.
It also found that one in three men do not know how to help a friend in crisis. To address these statistics, the year-long campaign will encourage viewers to check in with a friend to see how they are doing.
“Suicide is a problem that affects everyone, so Calm aims to work with the whole of society on campaigns that change culture and encourage help-seeking behaviour,” commented Simon Gunning, CEO of Calm.
“Dave and Calm’s ‘Be the mate you’d want campaign’ will help to promote a positive, proactive and empathetic approach when it comes to mental health.”
‘Be the mate you’d want’ launches tonight on Dave at 9.09pm.
Calm’s free, confidential and anonymous helpline and webchat are open every day from 5pm-midnight.
If you are struggling you can call Samaritans at any time for free on 116 123 or email firstname.lastname@example.org