Mental health charity Mind is calling on men to help raise awareness and funds for the work it does by shaving their facial hair off during April – or Shaveril, as the charity and marketing agency Brickwall has renamed it.
Brickwall, based in London’s Shoreditch, heartland of the modern beard revival, came up with the idea and is challenging men to shave off their beards for charity then post a before and after picture or video to Twitter, Instagram or Facebook with the hashtag #shaveril.
They are then being encouraged to nominate a friend to either do the same or donate to Mind using a text code or online link.
Maria Healy, senior community fundraising officer at Mind, said: “Not only will there be men all over town sporting a brand new look, but money raised will fund our vital work including the Mind Infoline, our advice services and the campaigning Mind does to secure a better deal for the one in four of us who experience a mental health problem every year.”
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