Slice of M&S loaf sales will be donated to YoungMinds
RETAILER M&S has announced it will donate 5p from the sale of every loaf of farmhouse bread it sells to YoungMinds, a charity which supports young people’s mental health.
The campaign has been launched as part of Mental Health Awareness Week, which began yesterday.
The partnership between M&S and YoungMinds started in October last year.
M&S hopes to raise £5m for YoungMinds over the course of the next three years, with the charity using the funds to support 7 million young people – twice as many as they have been able to before – by offering advice to both parents and young people.
To launch the farmhouse loaf campaign, artist Nathan Wyburn has created a mural made of toast outside London’s Battersea power station which bears the words ‘You are not alone’.
Television presenter and M&S brand ambassador Rochelle Humes has encouraged families to “talk over toast” to get the conversation about mental health started.
She said: “As a mum, and with one in five children struggling with their mental health, I feel passionately about the work YoungMinds is doing to support young people and the adults in their lives. Getting the conversation started is the first step to young people not feeling alone with their mental health.”