British retailer Topshop is the latest brand to draw attention to male mental health, partnering with the charity CALM on a Topman fashion collection whose sewn-in labels advise men on how to care for themselves.
The campaign, created out of Havas London to coincide with World Mental Health Day today (Oct.10), inserts oversized labels with self-care messaging and information about CALM’s helpline into a new, limited-edition clothing range comprising 13 garments across tees, hoodies and sweats. The labels are in the style of standard clothing care instructions: for example, a handwash symbol says "don't handle problems on your own" and an iron stands for "talk to a mate to iron them out."
Five pounds from every garment sold will be donated to fund CALM’s helpline and webchat. “All clothing has a care label inside telling you how to look after it," says Mark Whelan, chief creative officer at Havas U.K. "Our idea was to create a care label on the outside, encouraging people to look after themselves."
The wider campaign, based around the hashtag #letwhatsoutsidein, includes a social campaign and cinema and OOH executions, with pro-bono media placements via Havas Media. The film, seen here, was directed by Havas London creative John Ogunmuyiwa through Unit9 and shows a young man who turns to his friends for support after experiencing mental chaos, while the OOH features typography also aiming to depict the mental turmoil that men can keep inside their heads.