River Island

Highstreet clothing brand River Island and The Mix launched a campaigning partnership in 2016. It aims to raise £50,000 for The Mix through product sales, staff fundraising, in-store and online fundraising, and social media.

Focusing on young men, the two are working together to encourage young men to talk about their mental health, and challenge the stigma that prevents this.

Discussing Mental Health should no longer be seen as a sign of weakness

The Mix and River Island is an unrivalled partnership to really drive young men’s mental health work forward, and create something really powerful that will change the way young men start to think about their mental health.

The Conversation

Young men are committing suicide at an alarming rate.

Suicide is now the biggest killer of men aged under 45 in the UK, with 76% of all suicides in 2014 being young men.

The causes are complex, young men are telling The Mix that they feel under a serious amount of pressure at school, at home, and at work.

Many still find it difficult to talk about their mental health, instead ‘bottling up’ their emotions, with sometimes tragic consequences.


The Mix is the UK’s largest multichannel service for young people. We provide the advice and support that young men tell us they need, in a tone of voice they like, and through the channels they want. Teaming up with River Island creates a strong team who understand and reach a large target audience of young men.

River Island’s staff will also be given the opportunity to support the partnership first hand through exciting and challenging fundraising events, as well develop new skills with our empowering and life-changing volunteering programmes.

River Island is directing its online customers to The Mix by featuring links to its services on the River Island website, including The Mix’s helpline, webchats and live chats.

Achieving the £50,000 target will result in The Mix being able to provide 735 hours of professional counselling, and to answer 4,166 helpline calls from young men looking for advice and support.

On World Mental Health Day 2016 River Island featured The Mix on its homepage. The page on River Island featured information on the partnership and a competition to win vouchers.

River Island The Mix Promo