Lyons is backing Pieta’s Tea & Talk campaign ahead of World Mental Health Day in October, linking one of Ireland’s most familiar social rituals with a fundraising drive for the suicide and self-harm prevention charity. The initiative asks households, workplaces, schools and community groups to host their own tea morning and use the occasion to start conversations that might otherwise be delayed or avoided.

According to Pieta, the campaign is designed to make participation simple: people choose a date, gather a group and share tea while raising money for the charity’s free services. Lyons has also brought out specially marked packs for the promotion, with 20c from each one sold going to Pieta. The charity says the money will help sustain its crisis support, therapy, bereavement care, education and training work, all of which are offered free and without referral.

This year’s push also carries a personal story. Pieta has highlighted Laura Hallinan, who turned to the organisation after her brother Conor died by suicide in 2016 and later hosted a Tea & Talk event in her community. In a statement, she described the support she received as helping her work through her grief, while Pieta’s chief executive, Stephanie Manahan, said fundraisers such as this are essential to keeping help available for people in crisis. Lyons’ Fiona Collins said the partnership aims to put conversation and connection at the centre of its brand message.

Pieta says it has supported more than 70,000 people since its founding in 2006 and now operates 24 centres across Ireland. It also runs a 24-hour crisis helpline on 1800 247 247 and text support by texting HELP to 51444. Those services, along with the charity’s outreach and education work, remain free of charge, a point Pieta is using to underline the value of small community-led fundraisers such as Tea & Talk.

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