Prince William is launching On Your Side at Everton’s stadium in Liverpool on World Suicide Prevention Day, putting the sports world’s suicide prevention guidance into public view. The campaign is aimed at grassroots players, professionals, fans and organisations, with the Football Association, the Premier League, British Cycling and Team GB set to use it.
Alan Shearer said it was poignant that the launch was being staged at Everton, a club that meant so much to Gary Speed. Shearer added: “We can’t always know when somebody is struggling but we can all be better at asking, listening and helping someone find the right support.”
Prince William and Everton
The future King has written a foreword for On Your Side and will be joined at Everton’s stadium by Dame Kelly Holmes, Jill Scott and Dame Laura Kenny. Prince William said: “Through my work on mental health, I have met people whose lives have been changed forever by suicide.”
He added: “But I have also met people whose lives have been saved because someone stepped in to help. Each of their experiences has had a profound impact on me.” In the same foreword, Prince William said: “Whatever your role – athlete, coach, parent, official or supporter – you may be the person who notices that someone is struggling.”
On Your Side guidance
The new guidance is built around spotting and supporting someone having a mental health crisis. Prince William said: “This toolkit gives you clear, practical guidance to do exactly that. I hope that On Your Side encourages everyone in sport, in every discipline and at every level, to make suicide prevention part of your game plan.”
The campaign video brings that message into a short, direct script. Kane says “are you alright?” and then adds “you don’t have to figure this out on your own”, while Prince William says in voiceover: “You don’t need to be an expert to support someone who’s struggling. You just need to find the courage to have the conversation.”
Football Association and Team GB
The Football Association will embed the new advice across its organisation, including its community and grassroots football network. The Premier League and British Cycling will announce their commitment to prioritising suicide prevention, while Team GB will use the resource with all athletes and staff.
That leaves the campaign with a clear test inside sport rather than on a stage. The guidance now has named users, named adopters and a launch point in Liverpool, but the article does not explain how the new advice will be measured or whether it will change behaviour.
The practical question for sport is simpler than the language around it: what exactly sits inside the toolkit, and how will organisers know whether players, staff, fans and officials are actually using it?
