First Choice and CALM Reimagine the ‘Lads’ Holiday

First Choice has launched an earned-first integrated campaign in partnership with Campaign Against Living Miserably (CALM), the UK’s leading suicide prevention charity, offering alternative all-boys trips to redefine what the stereotypical ‘lads’ holiday’ involves.

The campaign, the first since Ogilvy PR was appointed, sees First Choice and CALM come together to curate Better Boys Trips, a series of alternative holiday itineraries that offer a more authentic and diverse experience in traditional party hotspots. The trips are being amplified with a series of earned-first activations and influencer partnership with infamous YouTube star George Clarke.

The work aims to combat the ‘Manflew Epidemic’ - a newly-coined term addressing the anxieties that come with all-boys holidays – and draws on First Choice’s own research finding 81% of men aged 18 – 35 feel pressured to act more macho, and 66% struggle to keep up with excessive partying.

The iconic travel brand has also partnered with indie fashion brand Everpress to reimagine the classic holiday ‘shit shirt’ with a limited-edition form of ‘lads’ holiday t-shirts. All proceeds from the T-shirts go to CALM and can be purchased here.

Kevin Nelson, managing director, First Choice said, “No one should feel pressured into being someone they’re not on holiday, or living up to outdated norms at the expense of their mental health. A lads’ trip should be about fun, friendship, bonding, and making memories. It’s time to call for ‘better boys trips’ - holidays that are about choice, authenticity, and having fun on your own terms.”

Simon Gunning, CEO, CALM said, “Sometimes it can feel like you have to fit a certain mould on a lads’ holiday - to be louder, wilder, or act in ways that don’t quite feel like you. But the truth is, there’s no one way to spend time with your mates. At CALM, we’re all about encouraging open conversations and helping people feel more comfortable being themselves. That’s why we’re proud to support Better Boys Trips with First Choice - it’s a reminder that holidays should be about connection, not pressure.

Nicola Dodd, managing director, Ogilvy PR said, “We couldn’t be more excited to see this Better Boys Trip campaign finally out in the wild – the first since First Choice brought us on board. The team spotted a large but largely underrepresented cohort of young men who want to go on holiday with their friends, but feel the types of trips being marketed to them aren’t a match and can in fact be stressful. This campaign shows First Choice has something for everyone, encouraging young men to speak more openly with their friends about what they want from their trips and to pick holidays that are stress free and fun!”