The Connor Brothers have teamed up with APOTHEM on a limited-edition collection in support of the Campaign Against Living Miserably (CALM). At the heart of the collaboration lies a fundamental passion and commitment to support positive health and suicide prevention, a topic which is very close to The Connor Brothers, who are ambassadors for CALM and are well known for their art, activism and supporting social issues. Here, they discuss their experiences with mental health, the creative processes behind the collaboration and the incredible work CALM does.
How did you become ambassadors for CALM and what does this mean to you?
Partnering with a mental health charity is something that we've always wanted to do, after both suffering from mental health challenges over the years. The focus for CALM is on preventing suicide and that's a very personal topic for us; it is something that has touched our lives multiple times. We feel passionately that openness and support are two of the fundamental keys to reducing the frightening number of men who take their own lives every year. CALM offers both of those things and we knew immediately we wanted to support their work.
How did the partnership with APOTHEM come about?
We have known the team at APOTHEM for some time and have always felt a synergy between our work and theirs - we both work to inspire positive change. APOTHEM is a brand that is a key part of our everyday self-care routines.
What are you hoping that this campaign will achieve?
We are hoping that the campaign will bring wider awareness of CALM and its services and ultimately encourage more of an open dialogue when it comes to mental health. This is particularly vital right now: CALM's helpline and webchat has been busier than ever, with a real increase in outreach during the pandemic.
Do you have any personal experiences with CBD that you'd like to share?
I have been a life-long sufferer of anxiety and PTSD. I choose not to believe that anxiety is curable and is something that you learn to live with. Over the last four years I have studied and practiced cognitive behavioural therapy coupled with a healthy lifestyle and limiting my exposure to people and situations that trigger my anxiety. I found that using APOTHEM's drops has helped me to stay balanced and focused but only as part of a much wider practice of self management.- James Golding, The Connor Brothers.
What was the reason behind using this particular piece of artwork for this collaboration and what does it represent in terms of this partnership?
The image used for this campaign is from our new series, True Fiction, and the quote comes from a short story that Mike wrote. To us 'Call Me Anything But Ordinary' is about accepting ourselves and not trying to conform but embracing our eccentricities and differences.
As part of their collaboration, The Connor Brothers have hand-painted 18 limited edition Hexagon Boxes, priced at £3,000 + VAT each. These boxes symbolise that on average, 18 people a day in the UK take their own lives.
Each box includes a bottle of APOTHEM Supercharged DAY ORAL DROPS with 40% CBD, an extra-strength formulation only available in this collection. The therapeutic elixir works days or night to restore your centre and help you find your own sense of calm. 100% of proceeds will be donated to CALM.
