Mo Farah has joined Buxton and Mind’s ‘Sweat and Tears’ campaign to champion physical and mental resilience.
The former Olympic athlete will become the face of the joint campaign, which seeks to highlight “the crucial link between physical activity, hydration and mental health”.
The campaign is now in its fourth year and includes mental health-related events and services, as well a £500k donation from Buxton to Mind.
This year, the focus of the campaign would be to show how hydration can “play a valuable role in supporting both physical and mental health throughout the winter months and beyond”, according to the Nestlé-owned bottled water brand.
More than half of Brits surveyed by Buxton said they didn’t drink enough water in a day, despite almost three-quarters (72%) knowing how important drinking two litres a day is for their mental wellbeing.
“I’ve seen first-hand how powerful exercise and hydration can be, not just for your physical health but for your mind as well,” Farah said. “But I also know that getting moving isn’t always easy, especially during the darker months, when motivation can dip.
“That’s why I’m so passionate about Buxton and Mind’s ‘Sweat and Tears’ campaign. It’s about helping people find a way to move that works for them, and reminding everyone that it’s completely okay to have days where things feel harder.”
Warren Plaskett, head of marketing at Nestlé Waters & Premium Beverages UK, added: “We are thrilled to have Sir Mo Farah lead the charge for ‘Sweat and Tears’ this year. His dedication and understanding of both physical and mental resilience perfectly embody what Buxton and Mind’s campaign is all about – staying active, staying hydrated and supporting mental wellbeing.”
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