What was the partnership?
The Japanese restaurant chain YO! and the men’s health charity Movember collaborated on a fundraising, awareness and health promotion partnership in November 2019 to improve mental health within the hospitality industry.
What did it do?
With the UK hospitality sector home to one of the highest rates of poor mental health in the country, the Movember and YO! partnership sought to fight the stigma of mental ill health in the industry. The awareness campaign was run across all aspects of the business, from a special edition “guy-oza” menu that explained the partnership to customers and donated a proportion of each dish sold to Movember, to internal training sessions led by Movember for office staff and restaurant managers, explaining the charity’s “ALEC” guide for starting open conversations with men (“Ask, Listen, Encourage action, Check in”). Staff across the UK were also encouraged to take part in a cycling fundraiser for the charity.
Why did it win?
In November, 63 YO! restaurants engaged with the campaign, with more than 81,000 health promotion assets displayed in the organisation’s branches. The chain sold more than 64,000 guy-ozas, which directly engaged customers with Movember’s ALEC model, and 89 per cent of surveyed customers were positive about the promotion. More than 80 members of staff participated in the cycling fundraiser and YO! raised a total of £131,701, helping Movember to continue funding mental health initiatives and surpassing its fundraising target.
What did the judges say?
Kloe Tegg, fight hunger manager at Asda, praised the winner’s “clear synergy” between retail sector mental health figures and the charity. “There was an incredibly clear set of objectives and a strategy that is defined by tackling the problem through a number of routes, which led to amazing achievements showing a clear understanding of governance and KPIs,” she said.
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