#LetWhatsInsideOut: Havas London partners with the Campaign Against Living Miserably, Topshop & Topman to launch revolutionary self-care label
Oversized, external care label encourages young people to open up about their mental health and launches on Topshop Topman’s Care Sewn In range
Creative agency Havas London has partnered with the Campaign Against Living Miserably (CALM), Topshop and Topman to create a revolutionary new clothing care label designed to promote mental wellbeing and self-care in young people.
Playing on the idea that all clothing has a care label inside with instructions on how to look after it, this oversized care label is designed to be stitched to the outside of clothing, encouraging people to instead look after themselves. It features self-care messaging and information about CALM’s helpline — riffing on the campaign’s hashtag #LetWhatsInsideOut to stimulate conversation around young people opening up.
It launches today on Topshop and Topman’s new Care Sewn In collection — a new clothing range comprising 13 garments across tees, hoodies and sweats, and the latest initiative in the fashion brands’ long-term and on-going collaboration with CALM.
The assortment, which also features icons and slogans related to mental wellbeing, launches in selected Topshop Topman UK stores to coincide with World Mental Health Day. It is fronted by model and voluble supporter of body positivity Emily Bador, along with model, artist and mental health advocate Reece King. £5 from every garment sold will be donated to help fund CALM’s lifesaving helpline and webchat.
The care label is part of the wider #LetWhatsInsideOut philosophy devised by Havas for CALM, which encourages young people to talk about, rather than bottle up, their feelings, focus on self-care and change behaviours to improve mental wellbeing. It also includes a social campaign and cinema and out-of-home executions, via a number of pro-bono media placements secured by sister agency Havas Media in support of the campaign.
Each uses smart, striking design elements — cinematography and sound design in the film, which was directed by Havas London creative John Ogunmuyiwa through UNIT9, and typography in the OOH — to bring to life both the feeling of internal chaos that comes from bottling up your feelings, and the relief that comes from letting what’s inside out.
Mark Whelan, Chief Creative Officer, Havas UK, says: “All clothing has a care label inside telling you how to look after it. Our idea was to create a care label on the outside, encouraging people to look after themselves. Huge credit to Topshop, Topman and CALM for throwing their considerable weight behind such a simple yet powerful idea to create something so meaningful. Through the money generated from sales and the conversations that will be started, hopefully this initiative will have a real-world impact.”
Simon Gunning, CEO, CALM, says: “We’re delighted to welcome Topshop into our amazing ongoing relationship with Topman. By partnering with both of these iconic brands for the Care Sewn In campaign we hope to raise awareness and provide solutions to even more young people.”
Jason Griffiths, Brand Communications Director, Topshop Topman, says: “We chose to launch the first phase of our Care Sewn In initiative to coincide with World Mental Health Day as well as at a time when ‘back to college’ is a focus for students and young people. We know that this is a time where many are faced with the pressures of starting or returning to education. By partnering with CALM we hope to empower young individuals to self-care, change the conversation around mental health and encourage peer-to-peer support so that no one suffers alone.”
CREDITS
Project name: #LetWhatsInsideOut
Client: The Campaign Against Living Miserably
Ben Hawley, Marketing Director, CALM
Andrew Brown, Director of Corporate Partnerships, CALM
Creative agency: Havas London
UK Group Chief Creative Officer: Mark Whelan
Creatives: Aaron Howard, Matt Swinburne, Owen Hunter Jenkins, Brodie King, John Ogunmuyiwa
Design: Lorenzo Fruzza, Ciaron Fitzpatrick
Senior Account Director: Alex Lindblom-Smith
Account Director: Sophie Fletcher
Account Executive: Hannah Thomas
Strategy: Ned Hodge, Kerrie Boyes
Agency producer (film): Dominique Strouthos
Agency producder (print & digital): Katy Welsh
Film Production Company: UNIT9 Films
Managing Director of films: Adam Dolman
Executive producer: Jenna Le Noury
Production Producer: Andrew Davies
Production Manager: Lana Salfiti
Director: John Ogunmuyiwa
DoP: Adam Barnett
Edit: Big Chop
Editor: Marika Shatova
Post production: Big Buoy
Colour: Jonny Tully
VFX artist: Eileen Chan
Audio: Jungle
Audio engineer: Alex Wilson-Thame
Notes to editors:
• Topshop and Topman have partnered with charity CALM to create a capsule collection launching on the 10th October 2019
• The collection consists of 13 garments, 6 Topshop and 7 Topman, across tees, hoodies and sweats
• Prices range from £16-£35
• £5 from every garment sold will go directly to fund CALM’s lifesaving helpline and webchat
• The campaign is fronted by Emily Bador and Reece King
• The campaign has been devised to encourage young people to open up and stimulate conversation through the hashtag #LetWhatsInsideOut
• Product will be sold on Topshop.com, Topman.com and across 15 key flagships and university city stores across the UK:
o 214
o Birmingham Bullring
o Liverpool
o Edinburgh
o MCR Arndale
o MCR Trafford
o Brighton
o Leeds
o Loughborough
o Belfast
o Cardiff
o Oxford
o Sheffield Fargate
o Glasgow Argyle St
o Bristol Cabot Circus
