Male grooming player Harry’s has partnered with comedian and actor Asim Chaudhry to launch ‘The Feel Good Hotline’, an interactive installation to encourage men to reconnect with one another through small, everyday moments.
The installation can be found on the Great Eastern Art Wall in Shoreditch, London, until 7 June. Passers-by are invited to pick up a phone to hear messages, jokes and prompts voiced by Chaudhry, before leaving a voicemail for their dad, father figure or someone else they care about.
The hotline reflected “the natural ways many men connect through humour, shared references and everyday moments”, Harry’s said. ‘The Feel Good Hotline’ is also online at feelgoodhotline.com, where visitors can explore additional messages, stories and prompts designed to spark conversation and encourage people to reach out to others.
‘The Feel Good Hotline’ is part of Harry’s ‘Dial Up The Feel Good’ campaign, which kicked off today (28 March) in time for Father’s Day. The aim was to explore “the subtle and often indirect ways men show affection today, from football scores and bad jokes to quick calls, memes and low-pressure check-ins”, said the brand.
It comes after YouGov research of UK men, commissioned by Harry’s, found humour, banter and small everyday interactions played an important role in how many men show affection and stay connected. Humour and banter made emotional conversations easier, according to 56% of respondents, while 41% said sending a funny meme or video was their way of saying “I’m thinking of you”.
The responses also pointed to a generational shift in how men communicate emotionally: 70% of men said they were more likely than their own father or father figure to ask their children how they were really doing.
“Checking in with someone you care about can sometimes feel awkward, or like you need to find the perfect thing to say,” said Olly Walker, brand manager at Harry’s. “Our research showed that the moments people appreciate most are often the simplest: a quick message, a small gesture or just knowing someone’s thinking of you. Sometimes, meaningful connection is just taking a moment to reach out, and that small check-in can make a real difference.”
Many men felt “like reaching out has to become some big serious conversation, when actually it’s often the small stuff that means the most”, added Chaudhry. “That’s what I liked about ‘The Feel Good Hotline’. It takes the pressure off and makes checking in feel lighter, easier and more natural. Sometimes a two-minute phone call or a dumb joke genuinely can make someone’s day.”
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