Blue Monday has had a mixed reception – some feel that it trivialises a serious subject and somehow demeans the suffering of a very material part of the population to ‘feeling a bit low’ mid way through January. Whilst we recognise that the labelling of a single day in the year is far from perfect, atis has chosen to give £1 for every bowl sold on Monday 20th January.
There are two important reasons for this:
– It gives all important visibility to a subject that is still needs to be spoken about more. 13.6% of children (i) are affected by mental health illnesses and in adults in contact with mental health services have an employment rate 67.4% lower than the overall rate (ii).
– Blue Monday acts as a conduit for people to give – we have found the consumers often feel that they lack constructive ways to give to charity, and this initiative allows our customers to give to a great charity. By allowing people to give as they purchase you allow them to give in a way that feels right and is proportionate to their own spend.
Blue Monday might not be perfect but it is done with good intent, and supports a cause that everyone in our society is touched by.
We matched the amount of bowls sold on the Blue Monday initiative, donating a total of £600 to Mind Charity.