Gotcha 4 Life and Fig & Bloom highlight male friendship with ‘Broquets’
This week, mental health organisation Gotcha 4 Life has partnered with florist Fig & Bloom to help men start conversations about their mental health and the value of their friendships.
The Broquet, made up of three styles of dried flowers which can last for six years, is now available for men to order their friends and share their appreciation for one another.
It is the latest earned media campaign devised by Thinkerbell, which has previously created giant murals for streaming service Binge, a fake bag of peas to hide Haagen-Dazs ice cream, and kicked off the #MessFreeChallenge with sporting stars for Old El Paso.
Gotcha 4 Life was founded by TV and radio personality, Gus Worland, and works to create meaningful mateship and build mental health fitness amongst Australian Men.
50% of the proceeds from each Broquet will be donated to organisation.
According to a recent study by the Social Research Centre, one third of men feel their relationships with friends and colleagues had weakened due to COVID-19 social distancing restrictions, and then men rarely check in on one another’s wellbeing despite them finding it a valuable practice.
“It’s alarming that suicide is the leading cause of death for Australians between 15 and 44 years of age, and men make up 75% of suicides every single day in Australia,” Worland said.
“What we know is – most men don’t want to admit when they’re having a rough time. By sending a Fig & Bloom Broquet this February, we hope more men are empowered to reach out to their “bros” via a simple gesture that may help to spark important conversations and strengthen social connection.”
Fig & Bloom’s Kellie Brown, said: “Flowers are a highly emotive gift, and the majority of flowers are given from and to women. We want men to be able to enjoy giving and receiving flowers too. We hope that the giving of these Broquets from man to man opens up a conversation and reinforce or rekindle a connection.”
The initiative has gained attention from The Today Show and 2GB. Worland will continue handing out Broquets throughout the week until the initiative ends.
Ben Couzens, chief creative tinker at Thinkerbell, added: “You really can say a bunch with flowers and that’s what Fig & Bloom are all about. So bringing Fig & Bloom and Gotcha4Life together to do some good for all the bros out there with the Broquet is really exciting.”
