First Choice is launching a new campaign to rethink the idea of the typical ‘lads’ holiday’.

Working with suicide prevention charity Campaign Against Living Miserably (CALM), the campaign suggests new types of trips for popular party destinations.

Called ‘Better Boys Trips’, the ad will include influencer content featuring YouTuber George Clarke and several PR-led activities.

Nicola Dodd, managing director at 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.”

She added: “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.”

According to research, 81% of men aged 18–35 feel they need to act tougher, and 66% struggle with heavy partying.

Kevin Nelson, managing director at First Choice, said: “No one should feel pressured into being someone they’re not on holiday, or living up to outdated norms at the expense of their mental health.”

He continued: “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.”