New research from Harry’s reveals that humour, football banter, memes and everyday check-ins have become an emotional shorthand for modern British men, highlighting a shift in how men express affection and maintain meaningful relationships.
To mark Father’s Day, the men’s personal care brand has partnered with comedian and actor Asim Chaudhry to launch The Feel Good Hotline, an interactive public installation designed to encourage men to reconnect through the small, everyday moments that often carry the greatest meaning.
The “Dial Up The Feel Good” campaign explores the subtle and often indirect ways men show they care, whether through sharing football scores, sending memes, making quick phone calls or simply checking in with a practical message.
New YouGov research commissioned by Harry’s among 2,000 UK men found that humour and everyday interactions play a significant role in emotional connection.
More than half (56%) of respondents said humour or banter makes emotional conversations easier, while 41% said sending a funny meme or video is their preferred way of saying “I’m thinking of you” without making the interaction feel overly serious.
Open-ended responses revealed that many men express care through casual, everyday communication rather than overtly emotional language. Messages such as “Did you see the result last night?”, “Fancy a pint?”, “Need anything from the shop?” and “Hope the back’s alright” were commonly cited as examples of how affection is often communicated in practice.
The findings also point to an evolving approach to emotional openness across generations. Seven in ten men (70%) said they are more likely than their father or father figure to ask their children how they are really feeling, while 67% said they are more likely to openly tell their children “I love you.”
Bringing the campaign to life, Harry’s and Asim Chaudhry have unveiled The Feel Good Hotline at Shoreditch’s iconic Great Eastern Art Wall. Running from 28th May to 7th June 2026, the large-scale mural and interactive telephone installation invites passers-by to pick up the phone and listen to messages, jokes and conversation prompts recorded by Chaudhry before leaving a voicemail for a father, father figure or someone they care about.
Whether sharing a football joke, a favourite memory or a simple “just checking in,” the experience has been intentionally designed to feel light-hearted, accessible and pressure-free, reflecting the natural ways many men communicate through humour, shared interests and everyday interactions.
The initiative also extends online through Feel Good Hotline, where visitors can access additional messages, stories and prompts aimed at encouraging meaningful conversations and helping people reconnect in ways that feel authentic to them.
The campaign arrives at a particularly significant moment for Chaudhry, who recently became a first-time father.
Commenting on the partnership, Asim Chaudhry said:
“Becoming a dad has definitely changed the way I think about connection and showing up for the people you care about. It’s made the whole idea behind this campaign feel really personal to me.
I think a lot of men feel like reaching out has to become some big serious conversation, when actually it’s often the small stuff that means the most.
That’s what I liked about The Feel Good Hotline. It takes the pressure off and makes checking in feel lighter, easier and more natural. Sometimes a two-minute phone call or a dumb joke genuinely can make someone’s day.”
As part of the campaign, Harry’s is also partnering with men’s mental fitness charity Talk Club, supporting the organisation through a donation that will help sustain four Talk Club groups for an entire year. The funding will create 2,080 opportunities for men to attend sessions, alongside more than 4,000 hours of conversation designed to help participants connect, feel heard and improve their mental fitness.
