Olympic legend Sir Mo Farah has teamed up with Buxton Natural Mineral Water and national mental health charity Mind in a year-long collaboration aimed at improving the nation’s physical and mental resilience.
The initiative launches as new research reveals more than a third (35%) of Brits feel worse this winter compared with previous years, while cold weather, dark mornings and low motivation are preventing many from staying active. Despite 43 per cent of consumers having set physical activity-related resolutions in the past five years, 38 per cent say they struggle to keep moving during winter, with 78 per cent citing cold temperatures as the biggest barrier.
The findings also highlight a growing wellbeing challenge among younger shoppers, with one in five Millennials who struggle to stay active saying they feel lonely or isolated during the colder months.
In response, Buxton has confirmed Sir Mo Farah as the latest ambassador for its ‘Sweat and Tears’ campaign, delivered in partnership with Mind. The programme focuses on encouraging small, achievable lifestyle changes – including regular movement and hydration – to support both physical and mental health. Together, the partners aim to support more than one million people through events and services between 2024 and 2026.
Sir Mo Farah said: “I’ve seen first-hand how powerful exercise and hydration can be, not just for your physical health but for your mind as well. But I also know that getting moving isn’t always easy, especially during the darker months, when motivation can dip. That’s why I’m so passionate about Buxton and Mind’s ‘Sweat and Tears’ campaign. It’s about helping people find a way to move that works for them, and reminding everyone that it’s completely okay to have days where things feel harder.”
The research also points to a significant hydration gap that retailers can help address. More than half (52%) of Brits admit they don’t drink enough water each day, even though almost three-quarters (72%) understand the importance of consuming around two litres daily for mental wellbeing. The campaign therefore shines a spotlight on the link between hydration, activity and mental health, reinforcing bottled water’s role as an everyday essential.
Warren Plaskett, head of marketing at Nestlé Waters & Premium Beverages UK, said Sir Mo’s involvement perfectly reflects the campaign’s focus on resilience and accessibility. “His dedication and understanding of both physical and mental resilience perfectly embody what Buxton and Mind’s campaign is all about – staying active, staying hydrated and supporting mental wellbeing. Together we are committed to helping people find their stride, supported by hydration and accessible mental health resources.”
Sir Mo will feature in several activations throughout the year, with a second major campaign planned for spring. As part of its wider commitment, Buxton is donating £500,000 over three years to Mind to expand access to mental health support services across the UK.