CALM

For World Mental Health Day on October 10th, we launched the #DontBottleItUp campaign with our partners in crime Topman, photographer Rankin and heart-throb star of Love Island (and new CALM ambassador), Chris Hughes.

Of course, as you know by now, this was a bit of fun to raise awareness of the ludicrous fact that 84% of the men bottle up their emotions, and to send the message: open up, #DontBottleItUp.

Here are some moments you may have missed…

1. October 6th: Something’s afoot as Chris begins to tease ?

 

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A post shared by Chris Hughes (@chrishughesofficial) on Oct 6, 2017 at 6:04am PDT

2. October 9th: Chris announces L’Eau de Chris, mineral water infused with a Chris Hughes tear ?

 

I’m launching my first ever product in partnership with @Topman #LEauDeChris

A post shared by Chris Hughes (@chrishughesofficial) on Oct 8, 2017 at 10:59pm PDT

It’s fair to say that L’Eau de Chris and the Rankin-shot film sent the internet into meltdown, but not many expected what would follow…

3. October 10th: Chris announces that L’Eau de Chris is in fact Ludicrous on Topman’s Facebook Live ?

With members of the national press assembled in the audience, Chris took to the stage to reveal the ruse alongside compere Matt Johnson, Topman Marketing Director Jason Griffiths, and CALM’s Chair of Trustees James Scroggs.

4. October 10th: After the Topman Facebook Live, Chris revealed a second Rankin-shot film… ?

 

L’Eau de Chris? No, ludicrous. Ludicrous that men bottle up their feelings every single day. And ludicrous that suicide is the biggest killer of men in the UK. This #WorldMentalHealthDay, we’re excited to reveal we’ve been working with @Topman and new CALM ambassador @chrishughesofficial on this campaign. So however you open up, just #DontBottleItUp. Find out more – link in bio and here: bit.ly/DontBottleItUp #DontBottleItUp

A post shared by CALM (@calmzone) on Oct 10, 2017 at 12:43am PDT

The film caused another stir on social media. Check out some of the best reactions here.

5. October 10th: Topman launch their Pants Pledge, donating £2 from every pack of pants sold in October to CALM ?

 

Huge shouts to @topman, who are pledging £2 from every pack of Topman underwear they sell in October to CALM. More: bit.ly/TOPMANpantspledge #DontBottleItUp #worldmentalhealthday

A post shared by CALM (@calmzone) on Oct 10, 2017 at 7:01am PDT

Get your Topman pants here.

6. October 10th: The L’Eau de Chris auction opens ?

That’s right. There are (extremely limited) ACTUAL bottles of L’Eau de Chris available for auction, along with signed goodies. All proceeds go to CALM, so get bidding here!

Fancy a bottle of the world famous (and super exclusive) L’Eau de Chris? The auction is now open ➡ https://t.co/dQMXkY0ACT#DontBottleItUp pic.twitter.com/OtAHqnbUlp

— CALM (@theCALMzone) October 10, 2017

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