CALM has been chosen as Reading Buses’ dedicated charity for 2016, following a shortlist vote by bus employees.
Martijn Gilbert, Reading Buses’ chief executive, said: “CALM were a very popular choice among our employees taking nearly double the amount of votes as the second place.
“Whilst Reading Buses is at the forefront of gender diversity, indeed we believe we have one of the highest percentages of female drivers in the country, the bus industry has traditionally been a male dominated environment and many of our colleagues and customers fit into the target group of the campaign.
“But a key message for us, and shared by CALM themselves, is that it’s not just about men. The wider work of the campaign centres around the broader topic of suicide and how it affects everyone.”
“It recognises that women have many men in their lives – be it partners, family, friends or colleagues – and many of us have been affected in some way by a suicide, or even potential causes such as depression.
“This is a particular topic close to our hearts at Reading Buses as it will be for many organisations and people.”
Matt Williams, co-ordinator of the Thames Valley CALMzone, said: “By promoting CALM and raising awareness Reading Buses are making a real difference by reaching all men, indeed the whole community, to spark those conversations that may save lives. Being silent isn’t being strong.”
Reading Buses will hold various events throughout the year, with funds raised going towards CALM.