Taking Action on Addiction X The Big Pink

The Eternity Movement is a fundraising platform set up by Lola Bute to tackle the stigma surrounding mental health, suicide, and addiction, which alongside The Forward Trust supports the charities Place 2 Be, Youth Anxiety Centre and St James Place.

Eternity does not stop at fundraising. As the name suggests, it is a movement which incorporates aspects of social, cultural, and artistic life, asks difficult questions of us, and challenges our attitudes towards mental health, suicide, and addiction - always with the object of affecting healing and positive change.

There is a searing passion and the strongest of convictions behind everything originating from Eternity that life is precious and should be celebrated, and a determined dedication to charities such as Forward Trust, St James Place, Place 2B and Youth Anxiety Centre - which help people overcome obstacles to live their best possible lives.

The Eternity Movement was founded by Lola Bute, drawing on her own life experiences to choose the combination of charities to support. "There's not one charity that deals with these issues all as one, but as someone who's in recovery I know that they all come hand in hand. I have experienced first-hand that these are the epidemic of my generation. I feel compelled to give back to those who I have loved and lost and help make a difference for those still suffering."

Speaking specifically about addiction, Lola says "there's such a misconception around addiction these are all just outlets for an emptiness within, they're not the core of the problem. My goal is to try and help people understand that in a broader way. And it's about remembering the people I've loved and lost. I was on a destructive path, and I made a decision to show the people I've lost that their lives aren't in vain and I'm doing something to make them proud. And I want Eternity to be a real movement that helps all kinds of people. I want it to reach everyone I can."