Prince William launched a men’s mental health campaign on Wednesday at Wembley Stadium, a partnership between the Football Association, of which he is President, and Heads Together.
Heads Up is a campaign that will show people that mental health is as important as physical health.
“As President of the FA, I saw an opportunity to bring the sport I love – that many men talk about more than anything else in their lives – to help lead the next phase of the conversation,” Prince William said.
“Over the last two years, we’ve been working behind the scenes to decide the best way to harness the power of football to change the way men think about mental health. Heads Up will show men that we all have mental health just like we all have physical health.”
On the Heads Together website, the campaign is being touted as a way to “build on the important work that has been done throughout the UK to tackle the stigma that surrounds mental health.”
At the launch event at Wembley Stadium, William was joined by footballers, football fans, and representatives from the Football Association and Heads Together.
“We are here today to take a big step in shattering this silence. We are going to use one of the most powerful, unifying forces in our society – football – to start the biggest ever conversation on mental health.”
Heads Up will officially launch this summer, at the FA Community Shield in August and continue throughout football season and into the FA Cup Final next May. The campaign will encompass everything from promotional activities and resources and training opportunities for player and staff.
According to Heads Together, “the campaign will be visible across all levels of football in England – through the men’s and women’s England teams, FA competitions, and grassroots activation.”
Prince William said, “Building on the amazing attitude that led England to the World Cup Semi-Finals, it will show us all that mental fitness is just as important as physical fitness.”