The Prince of Wales has embarked on a new initiative to address mental health and suicide prevention, supported by his wife, the Princess of Wales, Kate Middleton. The couple unveiled this campaign on World Suicide Prevention Day, observed on 10 September, at Hill Dickinson Stadium, the home ground of Everton Football Club in Liverpool.
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Prince William, who is deeply committed to changing perceptions around mental health issues, joined various sports figures as he introduced a new resource titled ‘On Your Side’, designed to assist individuals in recognising warning signs and fostering supportive conversations, allowing interventions before reaching a crisis stage. For the event, Kate donned a vibrant blue pantsuit, while her husband opted for a classic navy suit.
In his foreword for the toolkit, Prince William emphasised the significant role that sports can play in offering companionship and aid during life’s challenging moments, such as experiences of loss or overwhelming pressure. He stated, “Through my work on mental health, I have met people whose lives have been changed forever by suicide. 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.”
The Prince further asserted the importance of every individual involved in sports—be they athletes, coaches, or supportive fans—in being vigilant and proactive. He remarked, “You may be the person who notices that someone is struggling. You could be the one who starts an honest conversation and helps that person to find the support they need.” William expressed his hope that the toolkit would inspire individuals across all levels of sport to incorporate suicide prevention into their routine.
This resource, developed by the Royal Foundation in collaboration with the mental health charity Chasing the Stigma, also includes an animated film aimed at encouraging open dialogues and looking out for fellow teammates. In a post on Instagram, the Prince stressed how a single conversation can make a significant difference, noting the collective commitment from the sports community towards suicide prevention.
The animated film features prominent sports figures, including England footballer Harry Kane, highlighting the importance of simple, supportive gestures, such as asking someone if they are alright or reassuring them that they do not have to face their troubles alone. During the launch, Prince William and Princess Kate were accompanied by notable athletes, including Olympic cyclists Sir Jason and Dame Laura Kenny, former footballer Jill Scott, and celebrated athlete Dame Kelly Holmes.
The event, hosted by British television presenter Gabby Logan, was designed to foster discussions around the positive impact of sports on mental well-being, alongside sessions emphasising early intervention strategies. The delicate nature of the subject is one that has profoundly affected the Prince, who, during his time as an air ambulance pilot, witnessed the harmful effects of suicide on families firsthand. He has recounted how one of his first emergency calls involved a tragic incident concerning a young man who had taken his own life.
In recent years, The Royal Foundation, led by the Prince and Princess of Wales, has made substantial financial contributions towards establishing a National Suicide Prevention Network, with an investment of approximately £1.3 million over three years. Further highlighting his dedication to this cause, Prince William recently supported the Jac Lewis Foundation, a Welsh charity set up in memory of a young man who died by suicide in 2019.
Moreover, the Prince launched a mental health initiative in association with the Welsh Rugby Union, of which he is a patron, and has been active in supporting James’ Place, an organisation that provides assistance to men encountering suicidal crises.
William’s emotional engagement with the subject has been evident, as he shared a poignant moment with a widow whose husband took his life following the loss of their one-year-old son. During this heartfelt conversation, he gently probed about her surviving children and what she would say to her late husband, illuminating the far-reaching impact of suicide on families.
This latest appearance marks a busy and significant week for the royal couple. Earlier, Prince William and Princess Kate attended the start of their eldest son, Prince George, at Eton College and represented King Charles at the state funeral of King Harald of Norway in Oslo.
Through his continuing efforts, Prince William aims to foster a societal shift towards understanding and supporting mental health, with the hope that these initiatives will equip individuals with the tools necessary to help those in need.