Buxton Water and Mind scale up for the “Sweat and Tears” campaign, as new film announces a year-long partnership with Sir Mo Farah

Buxton Natural Mineral Water and national mental health charity Mind have teamed up with Olympic legend Sir Mo Farah to lead a year-long mission that supports the nation’s physical and mental resilience.

Together with long-term partner Mind, Buxton is committed to helping break down the barriers that so many face every day, inspiring a year of movement and hydration. The collaboration with Sir Mo Farah marks a strategic evolution of the “Sweat and Tears” campaign, highlighting the functional and emotional link between hydration, physical activity, and mental wellbeing.

The campaign leads with a 45” spot ‘Twists and Turns’, starring Mo and created by Publicis London. Like many, Sir Mo has experienced his fair share of life’s ups and downs. Shot by director Peter Franklyn Banks, the film illustrates how these twists and turns are part of daily life through a blend of atmospheric colour and black and white shots of Mo’s journey. The film highlights the importance of hydration not only for physical health, but mental wellbeing too. The film launches today in a fully integrated campaign across PR, social and shopper instore activation.

The announcement is supported by new research from Buxton which reveals that this winter is shaping up to be a particularly significant time for mental wellbeing, with more than a third (35%) of the nation admitting they feel worse compared to previous winters. It comes as more than half (52%) of Brits say they don’t drink enough water in a day, despite almost three-quarters (72%) knowing how important drinking 2 litres a day is for their mental wellbeing. The campaign spotlights this crucial link between physical activity, hydration and mental health as Buxton, Mind and Sir Mo Farah aim to re-ignite the nation’s motivation, providing practical tools and inspiration to overcome common barriers to exercise.

Sir Mo Farah said, “I’ve seen first-hand how powerful exercise and hydration can be, not just for your physical health but for your mind as well. But I also know that getting moving isn’t always easy, especially during the darker months, when motivation can dip. That’s why I’m so passionate about Buxton and Mind’s ‘Sweat and Tears’ campaign. It’s about helping people find a way to move that works for them, and reminding everyone that it’s completely okay to have days where things feel harder. Staying active and maintaining healthy habits, including proper hydration, can make a real difference to both a healthy body and a healthy mind. Just as importantly, it’s about knowing that support is there when you need it.”

Warren Plaskett, Head of Marketing, Nestlé Waters & Premium Beverages UK, added, “We are thrilled to have Sir Mo Farah lead the charge for ‘Sweat and Tears’ this year. His dedication and understanding of both physical and mental resilience perfectly embody what Buxton and Mind’s campaign is all about — staying active, staying hydrated and supporting mental wellbeing.  Together we are committed to helping people find their stride, supported by hydration and accessible mental health resources.”

Noël Bunting, Chief Creative Officer, Publicis London, commented, “With ‘Twists and Turns,’ we wanted to capture the emotional highs and lows we all go through as part of daily life. The film paints a vivid picture of how staying active and hydrated can really help during tough times. Teaming up with Sir Mo, Buxton and Mind, this campaign spotlights the importance of hydration for physical and mental wellbeing.”

The year-long partnership will feature three additional PR campaigns throughout the year to further support the nation with their physical and mental wellbeing, as well as activations with URUNN, the app co-founded by Sir Mo Farah.