Leeds United are proud to be supporting Andy's Man Club's new campaign for the World Cup in collaboration with Kastner London, built around the stark headline: "By the end of the game England will be a man down."
Andy's Man Club is a men’s suicide-prevention charity offering free peer-to-peer support groups across the UK every Monday evening (except bank holidays), providing a safe and non-judgemental space for men to talk. The organisation’s goal is to end the stigma around men’s mental health and to let men know “it’s okay to talk”.
Leeds United and Andy's Man Club have collaborated on numerous projects previously, including welcoming the organisation to Elland Road for Time To Talk Day promotion, and promoting their services for International Men's Day.
The campaign connects the length of a football match to the fact that someone in the UK dies by suicide every 90 minutes, and that three out of four of those deaths are men. Running across Bauer Media Outdoor’s digital Out of Home network nationwide, the aim is to use a shared national moment to encourage more men to talk, rather than suffer in silence.
The message is a timely one; research suggests the risk of suicide in men ages 15-34 is at its highest during large sporting events. By showing up during the World Cup, when suicide rates are expected to rise, this campaign offers football fans support with Andy's Man Club.
Tom Blackwood, Creative Director at Kastner London, said: “We wanted to shed light on this important cause, by contextualising the stats within the language of football during this huge cultural moment. Our hope is it resonates with fans and sparks a conversation between mates, bringing Andy's Man Club front of mind as a place anyone can go to for help.”
The work has been brought to life with Bauer Media Outdoor, whose national Out of Home footprint gives the campaign reach during one of the biggest sporting moments of the year. The sites have been selected to appear along everyday journeys and near venues where people are watching the tournament, so the message lands in context.
Martin Corke, UK CMO and Europe Marketing lead, said: “Out of Home always shows up in the everyday journeys men take. By working with Kastner London and Andy's Man Club, we’re turning our national footprint into a platform for awareness, reflection, and support. During the World Cup, this campaign will remind us all to look out for the men around us.”
The reality behind the campaign In the UK, suicides remain significantly higher among men, with around three out of four deaths by suicide being male, and with someone dying by suicide roughly every 90 minutes. Andy's Man Club was set up to give men a free, non-judgemental space to talk about what they are going through and to reduce the stigma around opening up.
Emma Laycock, Marketing & Campaigns Lead at Andy's Man Club, said: “Every 90 minutes, someone in the UK takes their own life – the same length as a football match, but with no extra time for the families and friends left behind. We know talking can make a huge difference but many men still feel they can’t speak up.
"By linking this message to the World Cup, we’re hoping more men will see it, talk about it, and realise there’s a room full of people ready to listen. The best way to find out more about Andy's Man Club is by visiting our website - andysmanclub.co.uk - or emailing us at [email protected]."
