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Lola Bute


Lola Bute is a campaigner and commentator. In 2020 Lola set up the Eternity Movement to tackle the stigma surrounding addiction, mental health and suicide which alongside Forward Trust supports the charities Place 2 Be, Youth Anxiety Centre, Grow and James’ Place.

Eternity is a ground-breaking movement which incorporates aspects of social, cultural, and artistic life, which asks difficult questions, and challenges attitudes towards mental health, suicide, and addiction – always with the object of affecting healing and positive change. It has raised over £1.2 million for its charitable causes since 2020.

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 that help people overcome obstacles to live their best possible lives.

As an Ambassador of The Forward Trust Lola works with us and partners to raise awareness of the complex factors that accompany addiction and mental health, to make it ok for people to be free from the shame of illness and to ask for the help they need and deserve.

The Eternity Movement was founded by Lola Bute, drawing on her own life experiences to choose the combination of charities to support. “I have experienced first-hand that mental health and problems with addiction 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 want Eternity to be a real movement that helps all kinds of people. I want it to reach everyone I can.’