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案例简介：爱岛明星和新的平静大使克里斯 · 休斯和托普曼一起发起了 BMB 为世界精神健康日发起的 # DontBottleItUp 运动 2017年10月10日星期二: BMB 正在发起一场反对悲惨生活 (平静) 的运动，鼓励男人不要束缚他们的感情，其中有一个来自爱岛的克里斯 · 休斯和托普曼的特技表演。 CALM 的新作品 # DontBottleItUp 在世界心理健康日推出，旨在向男性展示开放而不是封闭他们的情绪是可以的。这项活动被创意传播机构 W 放大，该机构在 2016年因其在 # biggerisions 与 Lynx 合作的冷静工作而获得戛纳狮子奖。与此同时，CALM 委托进行的一项新研究显示，84% 的英国男性表示，他们经常或每天至少压抑一次情绪，其中近一半的人表示，他们会抑制自己的情绪。这对年轻男性来说更加明显，几乎每三个 (62%) 中就有两个 18-24 岁的人说他们经常隐藏自己的真实感受 (YouGov)。男性不公开自己情绪的最常见原因是不想让任何人担心 (43%)，更喜欢自己解决 (49%)。人们还发现，与女性相比，男性面对面公开表达情绪的可能性要小得多 (63% v 72%)，通过电话 (16% v。 27%) 或通过文本/电子邮件 (17% v。 27%)。该研究显示，许多人感到了压力，"人" ”，而是把自己的情绪，尽管大多数人 (52%) 当一个男人向他们敞开心扉谈论他的情感时，我们会感到舒服，我们中的一半人说我们很高兴一个男人向我们敞开心扉。这表明男人把它装瓶是多么可笑。这场运动将分两个阶段进行, 首先，休斯透露，他将通过托普曼推出一个新的矿泉水品牌，名为克里斯 · 欧娜 -- 暗示将会透露一个可笑的笑话 -- 这有望 “注入克里斯” 休斯流泪 ”。兰金拍摄的虚假广告活动显示，休斯穿着一双托普曼短裤，手里拿着一瓶水牌，脸颊上流下一滴眼泪。这个特技承诺在 10月10日，也就是世界精神健康日，推出矿泉水品牌。在伦敦发布会上，休斯将揭示特技背后的真相，解释说他和托普曼以冷静的态度联手发起了 # DontBottleItUp 战役。作为这项工作的一部分，为活动发起而创作的一款超限量版的克里斯水瓶也将在 thecalmzone.net/dontbottleitup 拍卖，所有收益将用于支持慈善机构。托普曼还将从 10月出售的每一对拳击手中捐赠 2 英镑以保持冷静。谈到他的参与，克里斯 · 休斯说: “真正可笑的是，自杀仍然是英国年轻人的最大杀手。我们生活在一种鼓励男人 “男人起来” 并把东西装瓶的文化中。这就是为什么我成为了平静大使，为什么我们要和托普曼一起向英国各地的人们展示开放而不是装瓶是可以的。我对开放和表达情感的好处有自己的经验，这就是为什么我想和这个不可思议的慈善机构合作，让全英国的男人生活不那么悲惨。我们给所有人的信息是: 不管你怎么开放，只要 # DontBottleItUp。" CALM 首席执行官西蒙 · 甘宁 (Simon Gunning) 表示: “无论是在银幕上还是银幕下，克里斯都因公开自己的情绪而受到广泛赞扬。作为冷静和面对 # DontBottleItUp 运动的大使，克里斯将利用他的个人资料来帮助我们挑战一种文化，这种文化阻止男人在需要帮助时开放和寻求帮助。随着自杀继续成为英国年轻人的最大杀手，我们必须表明敞开心扉寻求帮助是可以的。" BMB 首席创意官朱尔斯 · 查克利说: “自杀是 45 岁以下男子的最大杀手。至关重要的是，我们要大规模地改变文化规范，这样当男人需要帮助时，他们就能要求帮助。我们与克里斯 · 休斯、托普曼、兰金和平静公司进行了不可思议的合作，我们希望创造一个具有高度破坏性的时刻，鼓励男人不要抑制他们的情绪。" W 的战略总监亚当 · 利说: “我们很高兴能够平静地继续我们的工作，并为这样一场有价值的运动提供支持。# DontBottleItUp 是一个简单但非常重要的信息。克里斯的参与将有助于使它成为它应该成为的国家谈话点。"

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案例简介：Love Island star and new CALM ambassador Chris Hughes joins Topman in launching #DontBottleItUp campaign by BMB for World Mental Health Day Tuesday 10th October 2017: BMB is launching a new campaign from the Campaign Against Living Miserably (CALM) that encourages men not to bottle up their feelings, featuring a stunt from Love Island's Chris Hughes and Topman. Launching on World Mental Health Day, CALM’s new work #DontBottleItUp aims to show men it's okay to open up rather than bottle up their emotions. The campaign is amplified by creative communications agency W, which was awarded a Cannes Lion in 2016 for its work with CALM on the #BiggerIssues campaign with Lynx. It comes as new research commissioned by CALM shows that 84% of men in the UK say they bottle up their emotions with nearly half saying they suppress their emotions often or at least once day. This is even more stark for younger men, with almost two in three (62%) 18-24 year olds saying they regularly hide their true feelings (YouGov). The most common reasons men cited for not opening up about their emotions were not wanting to worry anyone (43%) and preferring to sort it out themselves (49%). Men were also found to be much less likely than women to open up about their emotions face-to-face (63% v. 72%), over the phone (16% v. 27%) or by text/email (17% v. 27%). The research shows many men are feeling the pressure to ‘man up’ and bottle up their emotions, despite the fact the majority of people (52%) feel comfortable when a man opens up to them about his emotions, and half of us say we’re glad that a man has opened up to us. This shows just how ludicrous it is for men to bottle it up. The campaign is going live in two phases, firstly with a stunt from Hughes revealing he is launching a new mineral water brand through Topman called L'Eau de Chris – hinting at the ludicrous joke to be revealed - that promises to be “infused with a Chris Hughes tear”. The fake ad campaign, shot by Rankin, shows Hughes posing in a pair of Topman boxer shorts holding a bottle of the water brand with a tear running down his cheek. The stunt promises to launch the mineral water brand on the 10th October, which is World Mental Health Day. At the London launch event Hughes will reveal the truth behind the stunt, explaining that he and Topman have joined forces with CALM to launch the #DontBottleItUp campaign. As part of the work, an ultra-limited edition run of L'Eau de Chris water bottles created for the campaign launch will also be auctioned at thecalmzone.net/dontbottleitup with all proceeds going to support the charity. Topman will also donate £2 from every pair of boxers sold in October to CALM. Speaking about his involvement, Chris Hughes said: “What's really ludicrous is that suicide is still the single biggest killer of young men in the UK. We live in a culture that encourages men to ‘man up’ and bottle things up. That’s why I’ve become an Ambassador for CALM and why together with Topman we want to show men across the UK that it’s okay to open up instead of bottling it up. I’ve got personal experience of the benefits of opening up and expressing emotion, which is why I want to work with this incredible charity in its mission to making life less miserable for men across the UK. Our message to all guys is: however you open up, just #DontBottleItUp.” Simon Gunning, CEO of CALM, said: “Both on and off screen, Chris has been widely praised for opening up about his emotions. As an Ambassador for CALM and the face of the #DontBottleItUp campaign, Chris will use his profile to help us to challenge a culture that prevents men from opening up and seeking help when they need it. With suicide continuing to be the single biggest killer of young men in the UK, it’s vital that we show that it’s okay to open up and ask for help.” Jules Chalkley, Chief Creative Officer, BMB, said: “Suicide is the biggest killer of men under 45. It’s vital that we shift the cultural norms at scale so that when men need help, they feel able to ask for it. Working in an incredible collaboration with Chris Hughes, Topman, Rankin and CALM we wanted to create a moment in time that is highly disruptive and that encourages men not to bottle up their emotions.” Adam Leigh, Strategy Director of W, said: “We’re very happy to be able to continue our work with CALM and provide our support to such a worthwhile campaign. #DontBottleItUp is a simple but hugely important message. Chris’s involvement will help to make it the national talking point it deserves to be.”