Reset Magazine

RESET, which launches on November 15, will be distributed free bi-monthly via Topmans network of flagship stores in London, Liverpool and Manchester with an initial circulation of 50,000. Targeting young men aged 15-35, the title will offer a tongue-in-cheek take on what it means to be male. It will seek to give real men a voice and encourage readers to find different ways to reset their lives.

CALM, launched in 2006, campaigns to reduce suicide among young men. Its activities include running a phoneline and offering advice via its website, as well as campaigning to raise the profile of male depression and suicide. Suicide is the biggest killer of men aged 15-35 in the UK, while three quarters of all those who kill themselves are male.

RESET, which will be published with the strapline Get yourself some manspiration, will be edited by Martin Cordiner, a long-term contributor to CALMs blog. Regular columnists include the critically acclaimed music duo dan le sac and Scroobius Pip, rising star comedian Richard Sandling (Peep Show) venting his spleen and TV presenter Claire Anstey telling us What Women Want. Other content in the launch issue includes hip-hop star Professor Green telling us about the way hes reset his life, ex-globetrotting party animal Simon Morrisons diary of his new life adjusting to the real world, the latest fashion trends and a competition to win them and the best of CALMs writers on the music, film, games and gadgets that have got us excited. It is being designed by London-based creative agency TheobaldFox.

CALM founder Jane Powell says, We believe there is a gap in the market for a magazine that tells it like it is. Our aim is to celebrate the lives of our readers, and that means covering anything that is relevant, whether it is what inspires them, makes them laugh, pisses them off, or even makes them cry.

The recent fortunes of lads mags like Nuts and Loaded show that there is an audience out there who are as turned off by the standard images of men - and male role models - as they are by the traditional messages of mental health. We aim to reach young men with content that is relevant to their lives and by talking to them in a language they understand.

Under the partnership with Topman, the retailer will promote and distribute RESET in-store, as well as directing traffic to the newly relaunched CALM website.

Powell says: We are delighted to be working with Topman on this project since they totally get what CALM is about and what we are trying to achieve with RESET. Our target markets are very similar, and we couldnt hope for a more suitable partner.

Topman marketing director Jason Griffiths says: Topman is proud to continually support such a worthwhile cause, especially in light of its effect within our core audience. Hopefully the distribution of RESET will go someway to increasing the awareness at an earlier stage.

The launch comes as CALM prepares to step up its profile with the launch of a new website and a string of other activities. The website, which launches in October, is being created by new Liverpool-based digital agency Error Studios.

Meanwhile CALM is also working with the members of Ou Est Le Swimming Pool, who are organising the forthcoming Chazzstock gig to celebrate the life of their former frontman Chazz Haddon. The show takes place at Londons KoKo venue on Monday October 4 and features performances from the likes of Kooks, Spandau Ballet and Mr Hudson.