Prince William has launched a new initiative aimed at raising awareness and providing support for suicide prevention through the power of sport. The program, named 'On Your Side,' introduces a practical toolkit designed to help people recognize the warning signs of suicide and build the confidence to offer support.
Suicide remains the leading cause of death for men under 50 in the United Kingdom. While the initiative is intended to benefit all genders, it particularly hopes to engage men, who may traditionally struggle to discuss their emotions or seek help.
"My hope is that every sporting organisation in the country will look at what is being launched today and ask a question: 'What more can we do?'" Prince William stated at the launch event held at Everton Football Club on World Suicide Prevention Day. He emphasized that sport has a unique ability to connect with individuals who might not otherwise access mental healthcare services or seek support independently.
Stars from various sporting fields, including England captain Harry Kane, Formula 1 driver George Russell, footballer Alan Shearer, Olympian Dame Kelly Holmes, and cycling stars Sir Jason and Dame Laura Kenny, have collaborated with the Prince on this initiative. They have contributed to creating the toolkit and have also recorded a film highlighting the importance of conversations around suicide.
The 'On Your Side' toolkit will be distributed to both grassroots and professional sporting organizations across the country. The Football Association, of which Prince William is Patron, has committed to integrating the toolkit throughout its organization and its network. The Premier League and British Cycling will prioritize suicide prevention within their structures, and Team GB will implement the resource for all athletes and staff. Over a dozen other sports organizations have also pledged to become champions of the toolkit, embedding its strategies into their operations.
This initiative is a collaboration between The Royal Foundation, the British Standards Institution, and the charity Chasing the Stigma. Research commissioned by The Royal Foundation indicates that while the sports sector has significant potential as a platform for suicide prevention, it is hindered by stigma, particularly among men and elite athletes, and by gaps in skills, knowledge, and resources.
Alan Shearer, who lost his former teammate Gary Speed to suicide in 2011, shared his personal connection to the cause. "We can't all know when somebody is struggling but we can all be better at asking and listening and helping someone find the right support," Shearer said. "That's what On Your Side is all about, giving people across sport practical advice to help start those conversations."
Prince William has previously invested £1 million from his charity's funds to establish a national suicide prevention network, reflecting his long-standing commitment to mental health advocacy and changing the national conversation around mental well-being.