Online fashion giant ASOS has renewed its partnership with eating disorder charity Beat, with an expanded remit that includes targeted support for men suffering from eating disorders.
ASOS has been an active partner of Beat for the past five years and the new funding will allow the charity to extend the opening hours of its national helpline and also provide a new online one-to-one support service, designed to appeal to men, who may feel less inclined to use a helpline.
This service will offer tailored practical help and emotional support and, in addition, Beat will provide ASOS with information and advice about eating disorders and the importance of mental health and a positive body image. The retailer will use this best practice knowledge to support its customers and employees.
ASOS employees will also be given the opportunity to volunteer their skills to the charity, including mentoring Beat’s Young Ambassadors, helping facilitate online support groups and taking part in research and campaigning.
Beat CEO, Andrew Radford said: “We know that eating disorders affect both men and women and the earlier sufferers access our support, the better their chances of a full recovery are. By 2021 we intend to be supporting ten times as many people as we are today and ASOS’s partnership is crucial to helping us achieve this goal.”
ASOS’ Director of Corporate Responsibility, Louise McCabe added: “At ASOS, we’re committed to promoting a healthy, positive body image to our customers and colleagues so it makes total sense for us to continue supporting Beat and its invaluable work.”
Former anorexia sufferer, Dave Chawner, 24, from London commented: “This is great news. More people than ever are online, and the anonymity of the internet can be used to make men feel more comfortable getting help. It’s certainly less scary than picking up the phone.”
The ASOS Foundation, the charity established by the young fashion etailer, also recently revealed that it had reached the £1m donation milestone with The Prince’s Trust. The etailer has been working with the Trust for the past seven years and during that time it has helped hundreds of young people develop key Science, Technology, Engineering and Mathematics (STEM) skills through dedicated educational and experiential initiatives and encouraged 25 people to gain full-time employment with ASOS.