News

Tony Bellew backs Diageo wellbeing campaign for men

15 November 2024 By Rupert Hohwieler

Johnnie Walker owner Diageo has teamed up with former boxer Tony Bellew to encourage alcohol moderation for men aged over 50.

Titled Men on a Mission, the campaign which stars Bellew, also looks to promote mental wellbeing in older male age groups, where excessive alcohol consumption can take place.

Bellew is the ambassador for Diageo’s DrinkIQ programme, which aims to raise awareness of the effects of alcoholic consumption and encourage responsible drinking.

The campaign, launched by DrinkIQ with UK Men’s Shed Association (UKMSA), was created after data from UKMSA found that one in five men (22%) aged 50-75 ‘hardly ever or never’ think about their mental wellbeing.

He said: “Sometimes the sense of mission can dwindle for men as we get older. Your kids grow up. Your work winds down. You might be hearing about more divorces than weddings. We might do less. And time spent idle might end up being more time on the couch or at the pub. And that’s fine once or twice a week but the more we do it, the more it adds up.

“When I retired from boxing, I saw the hole that retirement can leave. And I retired 30 years earlier than most men with real jobs. But I left one mission behind, and needed to make being well a mission.

“We need to grab life by the scruff of the neck, and I see that at Men’s Sheds. The social connection and the creativity, being shoulder to shoulder with another – that’s mission.”

‘A safe space’

Further data from UKMSA showed men aged 65-74 were the most likely to drink alcohol to ‘increasing risk’ levels (32%), followed by men aged 55-64 (29%). This coincides with life changes such as retirement, empty-nesting and bereavement, UKMSA noted.

Men in the 55-64 age bracket were also identified as the most likely to report drinking three to four days a week, with nearly one in four (22%) doing so, followed by men aged 65-74 (19%).

Rob Lloyd, UKMSA chair of trustees, said: “At Men’s Sheds, we know that having a place where men can feel understood, without judgement, is incredibly powerful. It’s not just about creating a project together – it’s about creating a safe space to talk and support each other as we navigate life’s changes.

“This partnership with DrinkIQ allows us to build on that support, bringing awareness to the importance of mental and physical wellbeing.

“Men don’t often talk about mental health until we feel backed into a corner, and we’d like to change that. By encouraging open conversations, we’re able to foster an environment where men can reflect on their mental and physical health openly. There’s a real need for places where men can connect and find renewed purpose, especially in those later years.

“The Men on a Mission campaign is a call for men to think differently about their wellbeing, to seek out spaces like Men’s Sheds, and to find support and companionship.”

You can view the campaign video with Bellew below.