Sir Mo Farah and Buxton Water announce a year-long partnership with the “For The Sweat and Tears” Campaign alongside Mind
DSM client Sir Mo Farah has partnered with Buxton Natural Mineral Water (Buxton) and national mental health charity, Mind, on a year-long collaboration to champion mental and physical resilience.
Launching alongside new research showing this Winter is especially challenging for the nation’s mental wellbeing, the collaboration forms the next phase of Buxton’s ‘Sweat and Tears’ campaign, breaking down everyday barriers to staying active, inspiring healthy habits including proper hydration and supporting more than one million people through Mind’s services.
In a new announcement film, which you can watch below, the campaign demonstrates how ups and downs are part of daily life, highlighting the importance of hydration not only for physical wellbeing, but mental wellbeing too.
Warren Plaskett, Head of Marketing, Nestlé Waters & Premium Beverages UK, said, “We are thrilled to have Sir Mo Farah lead the charge for ‘Sweat and Tears’ this year. 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.”
At the heart of the campaign is a focus on how staying active and well-hydrated can support mental wellbeing. By bringing together Buxton, Mind, and Sir Mo Farah, the initiative aims to encourage people across the UK with practical advice and renewed motivation to make movement part of everyday life.
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. Staying active and maintaining healthy habits, including proper hydration, can make a real difference to both a healthy body and a healthy mind. Just as importantly, it’s about knowing that support is there when you need it”
Running throughout the year, the partnership reinforces the importance of accessible support, healthy routines, and practical encouragement, helping people across the UK stay active, stay hydrated, and prioritise their mental wellbeing.
About Sir Mo Farah: Sir Mo Farah, CBE, is a multiple Olympic, World and European Champion athlete. For many he is Britain’s greatest ever athlete having accumulated 10 global titles which includes the ‘double double’ of gold medals over 5,000m and 10,000m at both the 2012 and 2016 Olympic Games. He holds numerous European and British Records and has the World Best for the One Hour Run (21,330m). Sir Mo was knighted in the 2017 New Year Honours for services to athletics.
About Nestlé Waters & Premium Beverages: Nestlé Waters & Premium Beverages is a standalone global business within the Nestlé Group. It is a leader in its sector with well-known, prestigious brands such as Buxton, Nestlé Pure Life, Princes Gate, S. Pellegrino, San Pellegrino Italian Sparkling Drinks, Perrier, Maison Perrier, and Aqua Panna.
About Mind: Mind, the mental health charity, provide advice and support to empower anyone experiencing a mental health problem. They campaign to improve services, raise awareness and promote understanding. They won't give up until everyone experiencing a mental health problem gets both support and respect. mind.org.uk