Yeastie Boys, the world’s smallest multi-national brewery located in New Zealand, has partnered with VML to make a drinkable bouquet of flowers called a “Blokequet’ in an effort to promote positive mental health and encourage more open discussions between men.
New Zealand experiences alarming rates of self-harm in men. Yeastie Boys sought to give men a reason to socialise over a beer; to connect with and talk to each other on a deeper level than is often achieved.
The Blokequet concept was inspired by the fact that most men receive their first bunch of flowers at their funeral, looking to put a positive spin on the narrative. It is available as a limited-edition release, and with every can sold is also a donation to New Zealand’s attitudinal change group, the I AM HOPE foundation.
“We know we need to open up to our close mates – but showing up with a bunch of flowers isn’t the typical thing to do… showing up with some beers and having a chat is,” noted Yeastie Boys general manager, Joshua Sanford.
Kim Pick, executive creative director, VML (Aotearoa New Zealand), praised the many partners that have “stepped forward to rally behind the Blokequet launch to get men checking in on each other and to raise awareness and support for men’s mental health.”
I AM HOPE founder, Mike King mentioned how support between men, “doesn’t have to be a really serious talk. It can be as simple as asking your mate if they’re OK.”
He commented, “The reality is, most men in New Zealand socialise over a beer. That’s when they will really connect and talk with each other, so it’s a really big opportunity for us to start encouraging those kōrero to include mental health.”
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