IF there is one thing that the Coronavirus pandemic has shown us, it’s that we might actually need each other more than we normally let on. And today, Royal Enfield and the Campaign Against Living Miserably (CALM) have joined forces to help out.
For many people, riding a motorcycle is so much more than just a form of transport. It’s an outlet, a passion, a route out of everyday life, and a chance to process what’s happened during the day.
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But it’s also much more than that even. For many motorcyclists, that noisy lump of metal that leaks oil on the garage floor is also the glue that holds together many of their social interactions.
With the lockdown forcing many UK bikers off the roads and preventing groups of lifelong friends from meeting up in the way they are used to, mental health and loneliness are brought sharply into focus.
Suicide is the single biggest killer of men under 45 in the UK, and the cause of 18 deaths every day. CALM was founded to tackle this and since its launch, has helped millions of men, and their friends and families, to change their lives for the better.
The one-year partnership will see Royal Enfield back CALM’s crucial work in providing frontline support for those facing crisis-point or feeling like they need to talk about life’s problems with a dynamic new campaign, ’Open It Up’.
As mental health continues to be under the spotlight, the campaign “Open it Up” will incorporate all manner of activations nationwide from fundraising initiatives to raising awareness of mental health issues. Royal Enfield will leverage its nationwide network of dealerships and community to instigate a program that will deliver both practical support as well as spreading awareness of CALM’s support services throughout RE’s sales and marketing campaigns.
The partnership will allow CALM to connect with Royal Enfield’s biking community, especially amongst middle-aged men who are one of the most at-risk age groups of suicide, and who may feel unable to talk about the mental health problems that all may face at some point in their lives.
George Cheeseman, Country Manager UK – Royal Enfield said:
“We are so pleased to be able to provide support for CALM – the issues around mental health have never been more critical both to discuss and to action. We are always talking about the mental freedom that biking affords – it’s no secret that a major part of the appeal is going for a ride on an amazing machine in beautiful surroundings – a wonderful way to clear your head. We are really excited about all the possibilities ahead of the “Open it Up” campaign for raising funds and awareness for CALM - and we are lucky enough to have an incredible community to tap into who is both relevant and engaged.”
Speaking about the partnership, Simon Gunning, CEO, CALM said:
“We are always looking for new ways to encourage behavioural change and tackle the stigma that prevents people talking about mental health. Going out on your motorbike, getting together and connecting with motorcycle enthusiasts is a great and simple way of doing that – people are relaxed and in a familiar environment so they’re more likely to open-up. Our partnership with Royal Enfield allows us to do just that. By opening the door to thousands more people, and in particular, those who are in the most at-risk age groups, we can continue to play an important role in challenging the stigma surrounding mental health and suicide, taking another step forward in creating long-term cultural change.”
To find out more visit thecalmzone.net
For more information about Royal Enfield please visit: RoyalEnfield.com
