Buxton Natural Mineral Water has stepped up to help the UK winter’s challenges to mental health, enlisting Olympic legend, Sir Mo Farah for its campaign with Mind that addresses the barriers and promotes making small, achievable changes. This UK winter is shaping up to be a particularly significant time for mental wellbeing according to research. More than a third (35%) of the nation says they feel worse compared to previous winters. Although 43% have set resolutions related to physical activity in the last five years many are finding it hard to stay active during the winter months (38%). Subzero temperatures, dark mornings and nights (61%), lack of motivation (45%) and feeling low or anxious (30%) make up the top four reasons people give up on the mental health benefits of physical exercise. Feeling lonely or isolated in the winter months is also an issue for a fifth (20%) of Millennials.
Sir Mo Farah joins the next stage of Buxton’s Sweat and Tears campaign with long-term partner, Mind. The Buxton and Mind partnership aims to re-ignite the nation’s motivation, providing practical tools and inspiration to overcome common barriers to exercise. The new Censuswide research also reveals more than half (52%) of Brits say they don’t drink enough water in a day, despite almost three-quarters (72%) knowing how important drinking 2 litres a day is for their mental wellbeing. The campaign spotlights the crucial link between physical activity, hydration and mental health.
Farah will be partnering with Buxton Water and Mind on several campaigns throughout the year. A second campaign will launch in the spring. Buxton is also donating £500,000 over three years to Mind to help significantly increase access to vital mental health support services across the UK.
Sir Mo Farah stated, “I’ve seen first-hand how powerful exercise and hydration can be, not just for your physical health but for your mind as well. But I also know that getting moving isn’t always easy, especially during the darker months, when motivation can dip. That’s why I’m so passionate about Buxton and Mind’s ‘Sweat and Tears’ campaign. It’s about helping people find a way to move that works for them, and reminding everyone that it’s completely okay to have days where things feel harder. Staying active and maintaining healthy habits, including proper hydration, can make a real difference to both a healthy body and a healthy mind. Just as importantly, it’s about knowing that support is there when you need it.”
