Prince William launches sport-led suicide prevention drive with star backing

Prince William has launched a new initiative using sport to prevent suicides, announcing the project at Everton’s ground with support from sports figures including Harry Kane, Kelly Holmes and Alan Shearer.

The On Your Side programme aims to encourage people to start difficult conversations with friends, teammates or colleagues who may be struggling with their mental health. The Football Association, Premier League and Team GB are among the organisations supporting the campaign.

A film featuring England captain Harry Kane and boxer Carl Frampton stresses the importance of stepping in and offering help. Prince William narrates the video, which highlights that around 7,000 lives are lost to suicide each year in the UK and seeks to tackle stigma.

The project provides a free online toolkit with a sports-framed approach called GOALS: G: get ready; O: open the conversation; A: ask the question; L: listen and respond; S: support and signpost. The toolkit is intended to help those who feel worried or embarrassed about what to say.

Alan Shearer described the toolkit as the first suicide prevention resource designed for UK sport, urging people to be better at asking, listening and helping others find support. Shearer noted the launch at Everton had particular resonance because of Gary Speed, a former player who died by suicide in 2011.

The initiative was developed with mental health charities including Chasing the Stigma, whose Hub of Hope app claims to host the UK’s largest directory of mental health support. Jake Mills, the charity’s founder, said he viewed sport as an effective route to bring people together and encourage looking out for one another.

Mark Bullingham, chief executive of the Football Association, said he wanted sports organisations to create cultures where conversations about well-being are encouraged and people know where to get help. The launch was attended by Kelly Holmes, Gabby Logan and Jill Scott.

Liberal News Analysis: What Does This Development Mean?

The announcement frames sport as a channel to reach people who may not access mental health services, with major governing bodies backing a practical toolkit and awareness film. The campaign combines high-profile sports figures with mental health charities and an online resource to promote early intervention and signposting.

Quick Glance: What You Need to Know

• Prince William launched the On Your Side suicide prevention initiative at Everton’s ground with support from prominent sports figures.
• The campaign includes a film narrated by Prince William and a free GOALS toolkit for starting conversations and signposting help.
• Major partners include the Football Association, Premier League, Team GB and charities such as Chasing the Stigma.