We break a sweat when we exercise and we cry tears when we go through something emotional. This is the insight which sits at the heart of a powerful campaign for Buxton Water, which is underpinned by a partnership with mental health charity Mind.

The campaign, created by Publicis Poke, launched ahead of the London Marathon; an event which uniquely embodies both emotion and sweat. With many runners taking up the challenge to honour loved ones they have lost, the challenge underlines that exercise can also be a space to sit with grief.

The uncomfortable truth is that while many people are facing unimaginable grief in the wake of the pandemic, culturally we remain uncomfortable with emotion. Tears are to be apologised for and even as children we are taught to centre pain on the impact it has on others. Tears, rather than being recognised as an important part of life, are swept away, apologised for, unsaid and unseen.

It is in that ecosystem that Buxton Water’s campaign so viscerally challenges the toxic British stiff upper lip. Support that is more than just the words of this campaign; the brand has committed to donating a minimum of £100,000 to Mind as a result of the promotion.  

The idea for the campaign comes from the insight that being well-hydrated can play a positive role in looking after our physical and mental wellbeing. Hydration helps maintain normal cognitive functions, which has a positive impact on mood. The campaign was bought and planned by NestléOne, also part of Publicis Groupe.

The spot, directed by María Sosa Betancor of production company Biscuit, shows a montage of real-life moments: a runner pushing herself to the limit, two women on the brink of tears from laughing too hard, loved ones crying happy tears as they’re reunited.

The voiceover explains: “Sweat cools us down when things get heated. Tears free our feelings into the world.” Adding: “So, whatever you’re going through, don’t just hydrate your body, hydrate your mind.” The film finishes with the words ‘Proud to support sweat and tears’.

Warren Plaskett, Head of Marketing at Nestle Waters, explained: “At Buxton Water, we are proud to support the nation’s Sweat and Tears. This campaign puts the spotlight on the positive role that exercise and healthy hydration can play in our mental health and we’re proud to support the vital work of Mind along the way.” 

In changing the narrative for bottled water and hydration, which is not often associated with mental health, the brand has created space for new conversations. While a film which shows tears as part of everyday life, rather than a weakness to conceal, is an important reminder that it’s ok not to bottle your feelings up.