M&S is urging customers to wear yellow for Hello Yellow Day, an annual fundraising event staged by mental health charity YoungMinds.
Coinciding with World Mental Health Day on 10 October, the event also seeks to raise awareness of mental health challenges faced by young people.
YoungMinds provides services to help parents and young people navigate mental health challenges, through a free, confidential helpline. A partnership between M&S and the charity has raised £4.4m for the service in two years, providing mental health resources to over six million young people and adults.
M&S is also calling on customers to make a donation by topping up the cost of their shop in store from 29 September to 10 October, and by selecting YoungMinds as their chosen charity to support in the Sparks loyalty programme.
M&S said a recent survey of 2,000 parents and 2,000 young people aged 13 to 25 years old, commissioned by the retailer and YoungMinds, had exposed a “gap” between the two groups of respondents. More than a third (38%) of the young people said they felt most comfortable turning to a parent or carer when struggling with their mental health, while 35% of the parents were worried about making things worse by talking about it.
M&S head of community Jo Daniels said the results showed “how vital it is for parents and carers to feel confident talking about mental health”.
“As we build momentum towards Hello Yellow Day on 10 October, we’re inviting everyone to sign up, wear yellow, and stand with young people to show they’re not alone,” Daniels added.
Earlier this year M&S held a competition for children aged five to 16 to design hoodies and sweatshirts for the Hello Yellow kidswear collection. Over 8,300 entries were submitted in under two months, and four winning designs were selected.
The winners visited M&S supplier NJ Printers to see their designs created, and the limited-edition pieces are now available in stores and online, with all profits supporting YoungMinds’ work.
“We’ve been blown away by the amazing engagement from young people across the country, as well as our colleagues and customers,” said Daniels.
“The creativity and compassion shown by young people through this campaign is truly inspiring.”
Lisa Zaranyika, YoungMinds director of community, culture and services, said: “Through our partnership with M&S, we’re reaching more parents and young people and supporting them to have conversations about mental health.
“Days like Hello Yellow can act as a catalyst to help parents, carers and young people start these important conversations. We hope as many people as possible join us by wearing yellow and showing no young person should be alone with their mental health.”
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