Following on from the summer “SPARk a Conversation” campaign, A F Blakemore is proud to announce the significant local impact the campaign has had on communities across the UK. Fronted by Olympic legend Colin Jackson, the initiative which ran in the summer, saw SPAR stores engage directly with customers, raising vital funds and fostering crucial conversations around wellbeing for four prominent mental health charities.
The campaign leveraged the relaxed, social atmosphere of summer gatherings, building on research from A.F. Blakemore revealed that 43% of men find it easier to discuss feelings during shared activities like cooking. SPAR stores successfully integrated this message into everyday interactions, with receipts even featuring QR codes that link directly to mental health support services.
The campaign culminated in significant cheque presentations to four dedicated charity partners:
· YESS (Your Emotional Support Service) received a donation from FortuneFort SPAR in Llandaff and Uttoxeter.
· Ways for Wellbeing UK CIC was a beneficiary of funds from SPAR Brindley Place in Birmingham.
· Tough Enough To Care received a donation from SPAR Bentley.
· Mental Health Matters Wales (MHM Wales) received a cheque from SPAR Llandaff.
The impact of the money donated has been greatly received, as Ways For Wellbeing UK CIC, shared:
“The grant enabled us to offer coaching sessions to individuals who otherwise couldn’t afford them. It’s helped support up to 25 people across the West Midlands and gone beyond our usual funded areas.”
“The ‘SPARk a Conversation’ campaign truly embodies our commitment to supporting the communities we serve,” said Melody Aguero, Head of Brand and Marketing at A.F.Blakemore. “Our stores are more than just places to shop; they are hubs where genuine connections can be made. It’s incredibly powerful to see our colleagues and customers embrace the message of checking in on each other, and to directly support the invaluable work these charities do on the ground. These partnerships give our stores a new way to engage their communities.”
The campaign’s success underscores the vital role of local retailers in addressing broader social issues and highlights the positive impact that can be achieved when businesses actively promote community wellbeing.
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