Iceland Foods Charitable Foundation (IFCF) has partnered with Campaign Against Living Miserably (CALM) to educate people and tackle the stigma around suicide.
The partnership with the charitable organisation aims to encourage conversation around the topic, and to empower both the supermarket’s customers and workers through in-store messaging and prompts.
It will also see the frozen food specialist’s colleagues, charity champions, and store managers nationwide take on a number of fundraising challenges in a bid to raise £300,000 for CALM.
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Iceland Foods group chief executive and Iceland Foods Charitable Foundation trustee Tarsem Dhaliwal said: “Iceland is at the heart of hundreds of communities, with our stores welcoming five million customers every week.
“This incredible campaign will enable us to raise awareness to our customers and colleagues about mental health and help to end the stigma around it by empowering them to have lifesaving conversations.
“Mental health is one of the biggest growing concerns in the UK, with 125 people per week losing their lives to suicide and bringing attention to it is key in stopping these preventable deaths.
“We’ll have in-store messaging on display to help start those all-important conversations with our customers and help spread the message that life is always worth living.”
CALM CEO Simon Gunning added: “This partnership with Iceland will raise awareness of CALM’s life-saving message and services with millions of people, providing support to anyone struggling and potentially saving lives. CALM is a lifeline for so many people right now, and with the support of Iceland, we can continue to reach more people than ever in our fight against suicide.’’
