View of front of Rough Trade's East store

Rough Trade announce partnership with mental health charity CALM

Independent music retailer Rough Trade has announced a partnership with the charity CALM (Campaign Against Living Miserably), in support of suicide prevention and mental health.

CALM was founded in 2006 and is dedicated to “offering life-saving services, provoking national conversation and bringing people together to reject living miserably”. 

It operates a helpline and webchat 365 days a year to support people in need and help them deal with life problems.

Rough Trade customers and music fans are encouraged to support CALM’s vital work by donating in-store or online, as £3 can fund ten potentially life-saving conversations.

Further funds were raised at a special event held at Rough Trade’s East store on Brick Lane on Saturday.

The event featured live performances from the bands Floodlights and Human Interest, as well as singer-songwriter Hatchie.

All proceeds from the event were donated to CALM.

Emily Waller, UK Head of Brand and Content at Rough Trade, said: “The statistics CALM have shared with us are shocking and it is clear our artist and creative communities are some of the most vulnerable.  

“We’re excited to support CALM at Rough Trade over the coming year, working together to create meaningful and impactful campaigns and activations that help more people get the help they need.” 

Simon Gunning, Chief Executive at CALM, added: “Music plays such an important part in so many lives and we’re delighted to become the legendary Rough Trade’s first official charity partner. 

“More people than ever are turning to CALM for support and advice.

“To put that into context, in 2022 we had over three million minutes of potentially lifesaving calls via our helpline and webchat services, and this year we are helping even more people. But we can’t do that alone. 

“It’s been a tough few years and it can feel like things aren’t going to get much better any time soon.

“That’s why our life-saving campaigns and services will, in partnership with Rough Trade, make a real difference to people’s lives, allowing us to reach more people in our fight against suicide and continue to be there for anyone who is struggling.” 

Anyone struggling with their mental health can get support from CALM on their helpline from 5pm-midnight on 0800 585858, or by visiting

Featured image credit: Paul Hudson, Flickr under CC BY 2.0 licence

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