Nationwide Sports Suicide Prevention
Prince William launches nationwide sports toolkit to combat rising suicide rates.
Anonymous
Key Points
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Prince William said existing mental-health initiatives are too often “fragmented” and support is “inconsistent, particularly at a grassroots level”; he hopes the toolkit will give people “clear, practical guidance” when they notice someone is struggling.
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The Royal Foundation developed On Your Side in partnership with the mental-health charity Chasing the Stigma, with the toolkit intended for everyone involved in sport, from players and coaches to staff, volunteers, families and spectators.
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The latest available figures cited by the Office for National Statistics recorded 6,190 suicides in England and Wales in 2024; the suicide rate was 17.6 per 100,000 among males, compared with 5.7 per 100,000 among females.
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The launch venue, Everton’s Hill Dickinson Stadium, was chosen in part because its construction included a “talking bench” created in memory of people who died by suicide.
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The initiative follows the 2025 launch of the National Suicide Prevention Network, which received £1 million in funding from the Royal Foundation.
Prince William has launched On Your Side, a free nationwide toolkit designed to make suicide prevention part of sporting culture at every level IJR. The initiative, backed by more than 70 organizations including the Football League, Premier League, Team GB and British Cycling, gives players, coaches, volunteers, families and spectators practical guidance to recognize warning signs and connect people with support IJR.
The toolkit addresses a critical gap in mental health support. According to Office for National Statistics, there were 6,190 suicides in England and Wales in 2024, with suicide being the leading cause of death for men under 50 IJR. Prince William said existing mental-health services are often "fragmented" and support is "inconsistent, particularly at a grassroots level."
Sport Can Reach People Other Services Miss
William believes sport is uniquely positioned to help. Sports environments reach millions of people who may never seek help through traditional mental-health services IJR. The toolkit provides clear, practical guidance for anyone involved in sport to notice when someone is struggling and start difficult conversations.
Major Sports Figures Back the Campaign
The launch is supported by leading athletes and sports figures including Harry Kane, George Russell, Kelly Holmes and Laura and Jason Kenny IJR. These ambassadors help promote the toolkit across major sporting bodies. The initiative was launched at Everton's Hill Dickinson Stadium, which features a "talking bench" created in memory of people who died by suicide HeadTopics.
Male Suicide Rates Remain Starkly Higher
The need is urgent. In 2024, the suicide rate was 17.6 per 100,000 among males, compared with just 5.7 per 100,000 among females IJR. This stark disparity makes reaching men through sport especially important, since they are far less likely to seek help through other channels.
Royal Foundation Backs Broader Mental Health Push
This toolkit launch follows the 2025 creation of the National Suicide Prevention Network, which received £1 million in funding from the Royal Foundation IJR. The Foundation partnered with mental-health charity Chasing the Stigma to develop On Your Side. Major sporting bodies are expected to incorporate the toolkit into their policies and practices.
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