This International Men’s Day, we’re taking a step towards a big goal to remind men across Leeds that they’re not alone.
We’re proud to announce a special partnership with The Biskery, a brilliant local bakery known for its hand-crafted personalised biscuits. We will be spreading kindness to men across Leeds, through biscuits.
Why we’re doing this
Men’s wellbeing is an issue that deserves far more attention and open conversation. Many men still feel pressure to stay silent when they’re struggling, and we’re determined to change this narrative.
International Men’s Day gives us a moment to highlight the positive impact men have in our lives and to understand the mental health challenges that many face quietly.
75% of registered suicides in England and Wales are men.
We wanted to find a positive way to celebrate and encourage men get help when they need it.
The power of a small gesture
Whether you receive a biscuit or simply get involved with our team, we invite you to help keep the kindness going. Check in on someone, share a compliment and offer support.
Let’s make a difference together.
Read the full press release below:
Biscuits set to inspire talk this International Men’s Day
Leeds sporting icons and leaders champion real connection for men’s mental health
Thursday 19th November marks International Men’s Day, and a powerful movement launches in Leeds to break the silence around men’s mental health and spark honest, supportive conversations between men.
Leading figures, including Jamie Jones-Buchanan (Leeds Rhinos Manager), Luke Ambler, co-founder and chair of Andy’s Man Club, Liam Harrison (World Muaythai Council World Champion), Mike Bates (Jiu Jitsu Leeds) and Geoff Shepherd, founder of The Yorkshire Mafia, are lending their voices, and their banter to a unique campaign set in motion by Leeds-based The Biskery together with suicide prevention organisation, HelloHope.
Facing staggering statistics showing that men comprise 75% of suicides in the UK, are overwhelmingly affected by homelessness, and are far less likely to seek support, the campaign ditches empty slogans in favour of real messages from and to male friends.
Instead, it spotlights the real language of male friendship: playful, direct, and fiercely loyal. Men were asked what message they’d truly send to a mate. The answers, written on and gifted as biscuits, were honest and relatable including:
“I Appreciate You, Bro”
“Iron Sharpens Iron”
“I’ve Got Your Back”
“You’re there for everyone else. I’m here for you”
“Thank You”
To mark International Men’s Day in Leeds, HelloHope will be hitting the city centre streets, giving away biscuits from The Biskery for men to gift to their mates.
Despite being female-run organisations, HelloHope and The Biskery have joined forces, backed by male allies, to achieve a simple aim: to make it easier for men to show support in the way that feels natural to them.
Ellie MacDonald, founder and CEO of HelloHope comments:
“I lost my dad to suicide when I was just four years old in 1989. Sadly, suicide remains the biggest cause of death in men under 50, so last year I launched HelloHope to help increase awareness, reduce stigma and train ordinary people to effectively spot the signs and safely and confidently intervene to help save lives.
“When The Biskery reached out about this campaign, I instantly jumped at the chance to make a positive difference to the men of Leeds, and hopefully, further afield.”
Saskia Roskam, co-founder of The Biskery added:
“This is more than a campaign; it’s a call to rethink what it means to support men’s mental health. To acknowledge that how they communicate is different to women. And to make space for it.”
