By Jennifer Faull | Deputy Editor

October 10, 2017 | 2 min read

Male suicide prevention charity CALM has partnered with Topman for a campaign encouraging men to open up about their emotions.

The activity began with a stunt involving Chris Hughes, star of hit reality show Love Island, who yesterday (9 October) claimed he was launching a new bottled mineral water infused with his own tears called ‘L’Eau de Chris’.

However, to coincide with World Mental Health Day today, Hughes admitted that L’Eau de Chris and his shoot (see video) with world-renowned photographer, Rankin, was designed to symbolise the fact 84% of UK men say they bottle up their emotions and to raise awareness for CALM, the male suicide prevention charity for which he is now an ambassador.

The #DontBottleItUp campaign — created by BMB and amplified by W Communications — has been backed by high street retailer Topman and is hoping to show it’s ok for men to open up rather than bottle it up.

Together, Chris, CALM and Topman are calling on the UK to show its support for the #DontBottleItUp campaign by sharing the #DontBottleItUp film shot by photographer Rankin.

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Meanwhile, a limited edition promotional run of L'Eau de Chris water bottles will be auctioned with all proceeds going to support the charity.

“Both on and off screen, Chris has been widely praised for opening up about his emotions. As an Ambassador for CALM and the face of the #DontBottleItUp campaign, Chris will use his profile to help us to challenge a culture that prevents men from opening up and seeking help when they need it,” said James Scroggs, chair of CALM.

“With suicide continuing to be the single biggest killer of young men in the UK, it’s vital that we show that it’s okay to open up and ask for help if you need it.”

Today, CALM is also a partner for The Drum's Do It Day, challenging the ad industry to help encourage and empower people to get involved and make a difference when they think a male friend is feeling low or is in crisis.

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