Bauer Media Outdoor UK teams up with ANDYSMANCLUB and Kastner London to run a World Cup‑linked Out of Home campaign highlighting that every 90 minutes a person in the UK dies by suicide, three‑quarters of them men. The work promotes ANDYSMANCLUB’s free Monday‑night support groups and its core message that it’s okay for men to talk about their mental health.
ANDYSMANCLUB 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”.
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 suffering 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 ANDYSMANCLUB.
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 ANDYSMANCLUB front of mind as a place anyone can go to for help”
Partnership and rollout
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 ANDYSMANCLUB, 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. ANDYSMANCLUB was set up to give men a free, non‑judgemental space to talk about what they are going through and to reduce the stigma arond opening up.
Emma Laycock, Marketing & Campaigns Lead at ANDYSMANCLUB, 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 ANDYSMANCLUB is by visiting our website - andysmanclub.co.uk - or emailing us at info@andysmanclub.co.uk”.
Bauer Media Outdoor UK teams up with ANDYSMANCLUB and Kastner London to run a World Cup‑linked Out of Home campaign highlighting that every 90 minutes a person in the UK dies by suicide, three‑quarters of them men. The work promotes ANDYSMANCLUB’s free Monday‑night support groups and its core message that it’s okay for men to talk about their mental health.
