A star-studded line-up of celebrities has joined forces to launch ‘SAD AF’- a new alcohol-free beer from BrewDog which has been specially created to raise money for mental health charities.
The campaign has been devised to spark conversations following research that 82% of people with mental health challenges are more likely to open up to friends and family over a relaxed drink.
A hard-hitting celebrity video which stars Rizzle Kick’s Jordan Stephens reciting a self-penned poem ‘I’m Sad AF’ is to remind men to take care of their mental wellbeing. Danny Dyer, John Simm, Mark Williams, Sir Mo Farah, comedian Seann Walsh and drag queen Bimini Bon Boulash, as well as Youth Mental Health Ambassador and Love Island star Dr Alex George also appear in support.
Rizzle Kicks’ Jordan Stephens, co-founder of mental health campaign #IAMWHOLE, has called on men to talk to friends and family about depression this January to raise awareness of Seasonal Affective Disorder (SAD).
A new study of 1,000 people experiencing mental health challenges released today reveals that 85% believe January is the worst month for their mental health with 41% the second week of the month as the lowest point of the year.
With Covid-19, and social isolation still at large 64% of sufferers say that January 2022 will hit harder on their mental health than in any previous years.
The #IAMWHOLE campaign seeks to help people ‘unbottle’ their feelings. The majority of sufferers agree it is beneficial to talk about their struggles to friends or family, with 48.3% saying they are more likely to open up with a relaxed drink in a pub or café than over a phone call 23%.
To help spark open conversation around SAD (seasonal affective disorder) and encourage men to open about their mental health, #IAMWHOLE has launched the world’s SADdest beer, the alcohol-free SAD AF with BrewDog. Al profits will be donated to mental health research.
Jordan Stephens, co-founder of IAMWHOLE, said: “January is an exceptionally difficult month for many mental health sufferers, including myself. At IAMWHOLE, we’re proud to launch SAD AF with BrewDog, with all profits donated to vital mental health research. Don’t suffer in silence, meet up with a friend for an alcohol-free beer in January. ”
Dr Alex George, Youth Mental Health Ambassador, added: “Not many people know how serious seasonal affective disorder can be on your mental health, it’s not just the ‘winter blues’ and can lead to depression and anxiety.
"This January, the best way to look after your wellbeing is to talk to friends and family about how you are feeling. I urge everyone struggling to reach out.”
BrewDog plans to use its 120 UK pubs as a forum for a programme of #IAMWHOLE events to raise awareness mental health and promote health lifestyle choices with its growing range of alcohol-free beers.
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