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The On Your Side initiative has been developed to encourage individuals to begin important, yet often difficult, conversations with friends, family members, teammates, or colleagues who may be experiencing mental health struggles. High-profile athletes such as Harry Kane, Dame Kelly Holmes, and Alan Shearer have thrown their support behind the campaign, using their platforms to raise awareness.
Catherine, Duchess of Cambridge, is attending the event to underline the value of openly discussing mental health and the difference that empathetic listening can make. The campaign seeks to harness the wide appeal of sport to address the issue of suicide, particularly highlighting the support available in times of crisis. This effort is backed by major sporting bodies including the Football Association, Premier League, and Team GB.
This occasion marks Prince William’s most significant public engagement in the UK following the recent return of the Duke and Duchess of Sussex from the United States. Within the same week, William was also present at the funeral of Norway’s King Harald in Oslo and accompanied his son, Prince George, on his first day as a boarding student at Eton College. The campaign draws attention to alarming statistics showing that suicide rates among men are unusually high—being the leading cause of death for men under 50 in the UK—highlighting sport as a powerful vehicle for promoting mental health support.
Alongside the campaign, a commemorative bench dedicated to the memory of Gary Speed, the former footballer who died by suicide in 2011, will be viewed by the royal couple. Unveiled last year at the club where Speed once played, the bench serves as a symbolic space for open discussion about anxiety and loneliness. Alan Shearer, who was a close friend of Speed, supports the campaign’s call for people to act when they notice someone struggling. “You don’t have to be an expert. You don’t have to have all the answers,” Shearer said. “But we can all be better at asking, listening, and helping someone find the right support.”
A film produced for the initiative features figures such as England football captain Harry Kane and boxer Carl Frampton, who speak about the importance of intervening when someone appears to be having mental health difficulties. Narrated by Prince William, the film aims to break down the stigma surrounding mental health and suicide, noting that approximately 7,000 lives are lost to suicide annually in the UK. As part of the campaign, a practical toolkit is available on a free website to assist individuals who may feel uncertain or awkward about initiating conversations around mental health. The sports-themed acronym GOALS guides users with clear steps: Get ready; Open the conversation; Ask the question; Listen and respond; Support and signpost.
Developed in collaboration with the British Standards Institution and mental health organizations, including Chasing the Stigma—which operates the Hub of Hope app, reputedly the UK’s largest directory for mental health support—the project draws on the power of community and sport. Jake Mills, founder of Chasing the Stigma, shared that his own mental health experiences underscored his belief in sport as a unifying force encouraging people to look out for one another. The chief executive of the Football Association, Mark Bullingham, expressed his desire for sports organizations to cultivate environments where discussing well-being is normalized, and where individuals feel able to seek help confidently.
The campaign received further support in Liverpool from Olympian Dame Kelly Holmes, sports commentator Gabby Logan, and former England footballer Jill Scott. Prince William has long been a passionate advocate for mental health awareness and suicide prevention, with his Royal Foundation having launched the National Suicide Prevention Network last year to continue addressing these vital issues
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