A Jersey pub chain is using so-called Blue Monday to launch MIND Mondays.
The Liberation Group has introduced weekly coffee afternoons - encouraging people to come together to chat over a free hot drink.
Staff have been trained to spot the signs of poor mental health and put customers in touch with MIND services.
CEO Jonathan Lawson says he hopes it'll provide a safe haven for anyone who needs to talk or just to be in the company of others.
"You're likely to find some people to talk to, either the people behind the bar or some of the other customers and I see that all the time in the different pubs that I visit.
"I was chatting to some customers over the Christmas break about how much of an important part the pub is within their life because of the friends they've made within that pub."
The weekly initiative will run every Monday from 3-6pm until the end of February.
The Liberation Group will be working with MINd on a regional basis alongside the central offices in London.
"Recent studies have shown pubs can act as hubs for some lonely, isolated and vulnerable individuals and that this can make a real difference in their lives. At the same time, we have a responsibility to look after over 800 team members across our managed estate so it's important that this new emphasis on mental health makes a real and genuine impact."