Olympic legend Sir Mo Farah, has teamed up with Buxton and Mind as part of the ongoing ‘Sweat and Tears’ partnership. The water brand and mental health charity have united in a year long collaboration that champions the importance of physical and mental health.

The latest iteration of the partnership starring Mo Farah is launched alongside research that highlights how winter can be a stark time for mental wellbeing. While more than a third (35%) of people admit they feel worse compared to previous winters, the research found positive intent from people to look after their health, with 43% having set resolutions related to physical activity in the last five years. 

During winter, many Brits share that they find it difficult to stay active through the chilly months. People cite cold weather as the biggest challenge (78%) followed by dark mornings and nights (61%), lack of motivation (45%) and feeling low or anxious (30%).

The ‘Sweat and Tears’ campaign mission is to help improve the nation’s overall mental wellbeing. The campaign aims to help people regain control over their health and wellbeing, with Mo Farah fronting a series of campaigns throughout the year to spread this important message. 

Promoting simple habits from staying active in ways that feel manageable, to maintaining good hydration, the campaign aims to support physical and mental health throughout the winter months and beyond. 

A 45 second campaign film starring Sir Mo brings to life the daily "twists and turns" of life and the critical role hydration plays in mental wellbeing. 

“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,” Sir Mo Farah explains. 

He continues: “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.”

The partnership between Buxton and Mind sees the two brands work toward the common goal of supporting wellbeing. Drinking water is a practical way to improve health yet the research found that more than half (52%) of Brits say they don't drink enough water in a day, despite almost three-quarters knowing how important drinking 2 litres a day is. 

As part of the campaign, Buxton is donating £500,000 over three years to Mind to help significantly increase access to vital mental health support services across the UK. The fully integrated campaign spans PR, social, and shopper in-store activations.

The savvy partnership spotlights the link between physical and mental wellbeing showing how hydration is essential to health.