Diageo has entered into an 18-month pilot partnership with the UK Men’s Sheds Association, an organisation that supports men’s wellbeing by providing a network of social and creative community spaces.
The partnership will allow the charity to further scale its presence, providing more people across the country with an important, positive social outlet to address loneliness. The collaboration will also see Diageo and the UK Men’s Sheds Association co-develop a programme of activity to encourage alcohol moderation later this year, equipping ‘Shed Leaders’ across this expanding network with the resources to lead informed conversations about the causes and consequences of harmful drinking. These resources will be available in late 2024 through Diageo’s flagship responsible drinking platform DRINKiQ, which aims to promote moderation by providing consumers with the information to help make responsible choices.
The Sheds aim to reduce loneliness and combat social isolation by encouraging men to pursue practical activities, build social connections and share skills together.
Operating over 1,180 Sheds nationwide, with 33,000 people accessing a Shed each week, the Association provides an enjoyable way for individuals across the UK to stay socially integrated in local communities by being creative and learning or passing on skills.
Managing director of Diageo Great Britain Nuno Teles, said: “By partnering together, we aim to expand their impactful work by improving men’s wellbeing and raising awareness about alcohol moderation. Together, we want to empower individuals and create more connected communities. Having visited the Men’s Shed in Camden, I have seen the positive impact these spaces have in nurturing a sense of purpose and belonging within the community. It was a joy to meet the Shedders and discuss how we can collaborate to drive meaningful progress.”
Chief executive officer of UK Men’s Sheds, Charlie Bethel added: “We are delighted to be working with Diageo on this exciting partnership, which certainly demonstrates our shared values in supporting healthier and happier men.
“This programme will deliver a positive impact on Shedders, and I hope, the wider population, to provide a greater understanding of our relationship with alcohol and develop more positive social habits; particularly as we age. This partnership provides an opportunity for us to further our reach and engagement as we support the continued growth of the Men’s Sheds community.”
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