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M&S launches 'Hello Yellow' collection to raise funds for mental health charity

Chloe Burney
30 September 2024

The Marks & Spencer and YoungMinds partnership, which launched last October, has already raised over £2 million to support young people's mental health. This year, the partnership is driving forward donations with incentives for shoppers and a new kidswear line 'Hello Yellow'.

The partnership aims to raise £5 million over the next three years. In reaching their goal, this will double the number of people supported by YoungMinds to 7 million, primarily through digital resources and the parents’ helpline.

Now M&S and YoungMinds are going even bigger with ambitious plans for Hello Yellow, which marks World Mental Health Day on 10 October.

To celebrate World Mental Health Day, M&S is launching a ‘Hello Yellow’ kidswear collection in collaboration with YoungMinds and The Doodle Boy. It will include yellow hoodies, t-shirts, socks, beanie hats, wristbands and stress balls. All profits will be donated to YoungMinds, including till donations at M&S stores and online.

Victoria McKenzie-Gould, Corporate Affairs Director at M&S, said: "A year ago, we announced our three-year partnership with YoungMinds and it’s been an incredible year! We’re so proud that we’ve already raised over £2m of our £5m goal, absolutely smashing our first-year target!

"This year for Hello Yellow we’re helping to raise awareness across the country and get more schools signed up than ever before. We’re encouraging as many of our colleagues, friends, family, schools and customers to wear yellow on 10 October to join our coalition of the hopeful, because together, we’ve got this."

This year, with M&S’ support, the charity is aiming to expand the reach of the Hello Yellow campaign. The campaign calls upon teachers, pupils, parents and colleagues to wear yellow on 10 October, to show young people struggling with their mental health that they’re not alone. The incentive? Schools that sign up will receive free resources to support young people’s mental health, including a video in partnership with The Doodle Boy.

Another initiative, spearheaded by M&S x YoungMinds ambassador Rochelle Hulmes, is rewarding schools signing up for Hello Yellow with free 'Buddy Benches'.

Laura Bunt, Chief Executive of YoungMinds, commented: "More young people than ever are struggling with their mental health. Schools and teachers can play a crucial role in supporting young people and we know many are calling for more resources to be able to better help their pupils.

"Every school taking part in Hello Yellow will help show young people they’re not alone with their mental health. Our M&S x YoungMinds Buddy Benches offer young people a dedicated place to talk with their friends when they are struggling with their feelings."


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