Hug in a Mug for Suicide Sufferers

Putting the kettle on after a hard day’s work is a popular way to decompress and let go of the day’s events.

Offering a hug in a mug – almost literally – Cheil UK has created a campaign that sees a personified kettle take to Twitter to tackle increasing suicide rates, particularly among men.

Using the @MaytreeKettle handle, the kettle sends out supportive tweets adding #keepthekettleon to encourage donations to Maytree, a UK-based charity that promotes itself as a suicidal sanctuary.

“Talking is the single most powerful thing you can do with someone feeling suicidal. Sessions at Maytree always start with a cup of tea, and you can’t have a cup of tea without a kettle,” says Cheil UK’s COO Matt Pye.

The tweets – released whenever a sharing-and-befriending session is in action – are humorous and supposedly comforting, as they represent a chat over a cuppa… It’s definitely an unconventional approach to tackling suicide.