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At SEAT we support people and organisations who challenge conventions and old ways of thinking to move ourselves and society forwards.

That’s why we’re passionate about helping people tackle something that affects many in the UK: talking openly about mental health. SEAT has been working with CALM (Campaign Against Living Miserably) to create positive, meaningful change so that, together, we can challenge the things holding men back from speaking up about their mental health.

To launch the partnership, we wanted to tackle one of the stigmas facing men who want to be open about mental health: the old-fashioned view that they should “man up” and “just get on with it”.

To do this we took the phrase “Grow a pair” – which is often used in a negative way to tell someone to “man up” – and turned it into a positive statement about starting important conversations with mates.

“Grow a pair” encouraged men in the UK to think differently about mental health and move forward into a new period of open and positive conversation.

The phrase was a meaningful call to action that encouraged people to speak up and reach out to one another in relation to mental health. As a result, we decided to convey the “Grow a pair” message in a big way by taking over an entire façade of a building in London and urging people to lean in and listen to those close to them. Sometimes, just being there to listen is the most powerful thing a friend can do.

If you or someone you know need to talk, support is within reach at CALM.