Following on from the summer’s SPARk a Conversation” campaign, AF Blakemore is proud to announce the significant local impact the campaign has had on communities across the UK.
Fronted by Olympic legend Colin Jackson, the initiative saw Spar stores engage directly with customers, raising vital funds and fostering crucial conversations around wellbeing for four prominent mental health charities.
The campaign leveraged the relaxed, social atmosphere of summer gatherings, building on research from AF Blakemore revealed that 43% of men find it easier to discuss feelings during shared activities like cooking.
Spar stores successfully integrated this message into everyday interactions, with receipts even featuring QR codes that link directly to mental health support services.
The campaign culminated in significant cheque presentations to four dedicated charity partners - YESS (Your Emotional Support Service), Ways for Wellbeing UK, Tough Enough To Care and Mental Health Matters Wales, who all received cheques.
The impact of the money donated has been greatly received, as Ways For Wellbeing UK CIC (above), explained: “The grant enabled us to offer coaching sessions to individuals who otherwise couldn’t afford them. It’s helped support up to 25 people across the West Midlands and gone beyond our usual funded areas.”
Melody Aguero, head of brand and marketing at AF Blakemore, added: “The campaign truly embodies our commitment to supporting the communities we serve. Our stores are more than just places to shop – they’re hubs where genuine connections can be made.
“It’s incredibly powerful to see our colleagues and customers embrace the message of checking in on each other, and to directly support the invaluable work these charities do on the ground. These partnerships give our stores a new way to engage their communities.”
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