Key message of suicide prevention campaign aimed at men in Bradford

Bradford Bulls, Keighley Cougars, Bradford City AFC and Yorkshire Cricket are among those backing the new ‘Check In With Your Mate’ campaign.

It is hoped the message will kickstart conversations around mental health and suicide, particularly among men.

Figures show 132 deaths from suicide were registered between 2019 and 2021 in Bradford - 76 per cent of these people were males. 

Cllr Sarah Ferriby, Executive Member for Healthy People and Places, said: “Mental health as we all know can hugely impact people’s lives and their families, being able to share or talk a situation through with someone about how we are feeling can make a difference.  

“I hope that working in partnership with local agencies across the district will allow us to highlight the fact that support is out there 24/7, whether that’s talking to a friend, work colleague or family members.”

Yorkshire County Cricket Club's Ben Mike and Harry Duke and Bradford City's Timi Odusina, Ryan East, and Jamie Walker (Image: Other)

The campaign has been developed by the West Yorkshire Health and Care Partnership’s (WY HCP) suicide prevention programme.

Jess Parker, programme manager for WY HCP, said: “Every suicide is one too many and has a catastrophic and rippling effect on those left behind. 

“We know that suicide rates tend to rise in times of economic downturn, and that a growing number of people are experiencing poverty and financial exclusion. 

“We believe all suicides are preventable.

“It’s so important to just reach out and have those conversations with men – and women – at home, at work, in the community. It might just save a life.”

Ryan Anderton, founder of It’s Worth Talking About, said one conversation can reignite hope.

Since its creation more than three years ago, the independent charity has been offering free weekly face to face peer support groups for men, women and teens dealing with mental health struggles.

Ryan said: “Especially with men, our role models tend to be sports people, pop stars, that sort of personality we can look up to. Having the footballers, rugby players, them being able to encourage other men to speak out sends out a really powerful message that if they’re willing to say it’s ok to talk, hopefully others will try to listen.

“From the group, once one man has come they’re able to go away and speak to their friends and say, ‘I went a couple of weeks ago and it’s not what you think it’s going to be, other men are going through what we’re going through’.

“Sometimes all it takes is one conversation. Quite often you can feel very isolated. We hope by having one conversation your mind can be put at ease and you can see a way out of the darkness.

“It’s the informal approach. The things like, what are you doing tonight? Have you got any plans this weekend? Just the light hearted stuff. It may be if they are struggling they don’t want a conversation over the phone or text."

In a message to others, he said: “Reach out. Don’t be ashamed. Don’t be embarrassed. There’s so many people feeling the same, they’re here to help.”

The ‘Check In With Your Mate’ campaign will see the four professional sports clubs deal with the important topic on social media over the coming months.

Plans include sharing the campaign’s messages and graphics on big screens, pitch-side banners and kits as well as articles in match day programmes and video interviews with players.

For advice on what to say to a friend who may be struggling as well as information on local mental health services, please visit the campaign’s official website, www.checkinwithyourmate.co.uk

Rose Dunlop, a consultant in public health, said: “Between 2019 and 2021 there have been 132 registered deaths from suicide in Bradford with 76 per cent of these being males. 

“I’m pleased that our district’s major sports teams have given their backing for this powerful campaign. 

“For people who are struggling with mental health, being able to talk to someone about it can be an important first step to getting the help they need.”

- The Samaritans can be contacted 24 hours a day, free, on 116123.