A new campaign is aiming to encourage Brits to move out of their comfort zone.

According to research, nine in 10 people in the UK claim they are stuck in their very own version of Groundhog Day, from leaving the house at precisely the same time every morning to eating the same lunch every day, spending six hours every week dreaming about doing things differently and trying new experiences.

And so, Highland Spring has launched a new campaign, supported by behavioural psychologist, Jo Hemmings, to gives Brits 10,000 chances – big and small – to venture outside of their comfort zone and maximise those every day, familiar things.

“Over a third of Brits (35 per cent) said that being a creature of habit was just a part of life, and familiarity can be very comforting. But while routine is comforting, it can also be a major cause of boredom, demotivation and can leave us feeling like it’s Groundhog Day,” Jo explained. “There are so many quick and easy, big and small ways we can mix things up and make the most of everyday. Take a routine work day – and shake it up a bit. Small changes can make big improvements in our daily routine.

“We do need an element of predictability to reduce cortisol, the stress hormone. Modifying certain areas of our lives, such as trying a different sport, or simply changing our regular meal times or journeys, enables us to break out of the monotony cycle and has been shown to make us more adventurous overall.

“Setting ourselves new goals and challenges outside of our regular comfort zone – however small – can inspire us, make us feel more creative and more satisfied with life overall, improving both our self-esteem and our self-confidence.”