ABOUT

This all started with a question- how could we use our platform to help save a life? We uncovered a data point that has provided the foundation for the clubs work on promoting positive mental health over the last 18 months- the average age of our season ticket holders correlates to the age bracket most likely to take their own life (45-49).

While many of our campaigns have achieved cut through, nothing compares to the response and engagement received for our recent production, labelled ‘You Are Not Alone’. This video was released on World Mental Health Day 2023, and was the culmination of our campaign around this key date, which also included initiating a matchday social media that was adopted by all clubs in the EFL Championship, and a matchday shirt takeover where all logo inventory was donated to Samaritans.

The concept was devised, developed and ultimately executed in-house by a small working group. Two local actors (Martin and Marston) were sourced, in fact one who was a part-time steward at the stadium. All extras who appear in the video are full time members of Norwich City staff across Marketing, Communications, Tech and Engagement & Delivery who voluntarily gave up their time for the cause.

The concept was to highlight two supporters who fall into high risk age bracket, and try to dispel the myth that just because someone appears okay on the surface, they may not be. We shot the film with a fixed camera position, focusing on Martin throughout. We deliberately allowed Marston to leave the frame on numerous occasions, symbolically indicating that someone struggling with suicidal thoughts can often be unseen. We shot from 3pm-8pm to ensure that the natural change in lighting, alongside the strategic change of outfits, made it appear as if it was shot over the course of a season. Importantly, we were also in regular dialogue with Samaritans as we wanted to ensure we were portraying the most accurate description we possibly could, even down to the physical cues the actors delivered.

Across the clubs channels alone, the video has been seen over 60million times. However, when combined with user generated uploads primarily across TikTok, X and Instagram Reels, the video has been seen over 150 million times. It received support from the Prince and Princess of Wales, who wrote to the club directly praising the initiative, while we also received communication from the Prime Minister. Countless celebrities/influencers also supported the content, none more so than Roman Kemp who is a leading voice on this topic, who described it 'the best bit of mental health awareness he's ever seen'. UEFA also hailed it's importance.

While the viewership and engagement was good, the ultimate objective for this activity was to potentially help one person who may need support. We were hugely proud and humbled when we were advised that the video was attributed to driving over 7500 inbound social messages to Samaritans, which accounted to 63% of their total messages. It achieved earned media in publications across Europe, North America and Australia and New Zealand.

Following the release, we received a message from a high security prison service in the UK whose prisoners had a high propensity to self-harm. They had laptops in their prison but with no internet, and asked if we would be willing to share the original file for them to upload onto laptops to share with inmates, highlighting the importance of checking in on those around them. This was hugely inspirational, and so with guidance from Heads Up, we reached out and united the leading charities in this sector (CALM, Mind, Samaritans, Heads Up and Shout) to make the original file freely available to any individual or organisation who requested it. We'd seen the impact the video had and wanted to ensure there were no barriers in place stopping someone from seeing it. We set up a designated mailbox, manned by staff, and have had over 400 requests for the video to date, from places of worship, schools, governments, and emergency services to corporate institutions across the globe.