(CMR) Appleby has partnered with local coffee shops in six locations to offer local residents a free coffee on Blue Monday, 21 January 2019.
The third Monday in January is known as ‘Blue Monday: the gloomiest day of the year’, following the Christmas and New Year celebratory period. This year, Blue Monday falls on 21 January 2019.
The day was coined by Welsh academic Dr Cliff Arnall more than a decade ago. A complex mathematical equation is supposed to support the theory that the third Monday in January was indeed the year’s most unbearable.
Essentially, you combine weather (W), the amount of debt you’re in (D), your monthly salary (d), the time since Christmas (T), and time since failing on New Year’s resolutions (Q) with low motivational levels (M) and a need (Nᴀ) to take action. Hey presto, massive Monday-it is.
The #ThanksAppleby campaign will highlight the importance of creating and maintaining connections in a frenetic world, by encouraging the community to take time out of their day to grab a coffee with someone to chat or reconnect this Blue Monday.
Appleby are coordinating this campaign in The British Virgin Islands, Charlotte, The Cayman Islands, Guernsey, Hong Kong, the Isle of Man and Jersey.
The campaign works as follows:
Approach the coffee shop on Blue Monday (21 January 2019) with someone who you would like to enjoy a coffee with and say #ThanksAppleby to receive your free coffee.
Take a photo of you having your complimentary coffee on social media with the hashtag: #ThanksAppleby.
Lynne Capie, Global Head of Communications for Appleby, said:
“This campaign has been designed to create some goodwill within our communities, reinforcing the importance of taking time out and encouraging people to connect. We are running this campaign in six of the jurisdictions in which we are based and in Charlotte in the US, one of our client hubs.”
To take part in this campaign, please visit one of the coffee shops listed below:
British Virgin Islands: Island Roots Cafe
The Cayman Islands: Full of Beans and Jessie's
Hong Kong: NODIIsle of Man: Coffee Exchange
Jersey: Bean around the world