One of the core messages behind the Coffee Foundation movement is the act of kindness, and we know we are stronger together: by encouraging real conversations about mental health, we help people invest more time in their relationships and build strong support networks of friends, family and colleagues (our village) so they can spot signs of distress early, especially when life gets tough.

Christmas is a very special time for many, but it’s also a very lonely time for many people.

Starting a conversation about mental health does not need to be uncomfortable, and it can make all the difference. Coffee Foundation is all about fostering open talk about mental health, envisioning a culture that embraces vulnerability and empowers our loved ones to seek help and support.

This past Christmas at Montreux Noël, Coffee Foundation brought its pink chalet to the magical market and welcomed thousands of visitors from around the world. Thanks to a generous partnership with Heart2Heart and Lindt & Sprüngli, they received 240 Lindt & Sprüngli chocolate hearts.

Instead of selling them in a market full of sweets, they gave one heart away with every purchase of their mental health awareness or “good vibes” pins. Hundreds of pins were sold, creating hundreds of warm, natural conversations about mental wellbeing and checking in with the people around us.

Coffee Foundation was able to raise 1,200 CHF and support the English-speaking Heart2Heart support line.

According to Damien O’Brien, the founder of Coffee Foundation, the people in your village—whether they are family, friends, or colleagues—will not always tell you if something is troubling them. Whether we’d like to admit it or not, everyone wears some kind of mask to hide and protect themselves, concealing their weaknesses, fears, and vulnerabilities.

In our perfection-obsessed society we are often encouraged to hide or mask our troubles, but Coffee Foundation believes it’s important to make “TAKE FIVE” a part of everyday interactions.

Many people believe you need to be an expert to talk about mental health. Conversations shouldn’t be daunting—they can be incredibly significant, especially when someone close to you might be struggling in isolation. Coffee Foundation urges you to trust your instincts and reach out if you’re concerned about someone around you and start a real conversation — maybe simply ask “How are you really doing?”

They believe that sharing conversations can support the people in our communities, our villages, and those around us, fostering an environment of support and understanding.

Coffee Foundation’s vision is simple: mental health should be treated with the same care and compassion as physical health. However, their goals are not so simple—like their tagline “Call Us Crazy” a world with zero stigma, zero shame, zero silence, and zero suicides.

The Mental Health Association Switzerland is the owner of the Coffee Foundation campaign and its international award-winning social campaign brand. Coffee Foundation has raised and donated a total of CHF 6,200.00 in efforts to support and bring awareness to the Heart2Heart English-speaking crisis line in Switzerland.