Partners across Sandwell have come together to tackle men’s mental health, making it easier to talk. Here’s a look at how the campaign came together and how it’s making a difference.
Suicide is the biggest killer of men under 50 in Sandwell. Sadly 79% of suicides in Sandwell are men. That’s why for World Suicide Prevention Day and Men’s Mental Health Day, Sandwell Council, West Bromwich Albion football club and Sandwell Better Mental Health worked closely on the Are You Ok, Mate? campaign.
As well as viral posts reaching over 2 million views already, the campaign has been shared across partner’s channels that reach the community to raise awareness of the importance of checking in with each other and having conversations about mental health.
Campaign films have been shared since September 2025, along with digital posts, posters in work places and stories through partners’ channels to help share the key message of the campaign as well as signpost people directly to support services available in Sandwell.
On Saturday 1 November Sandwell Council and West Bromwich Albion FC teamed up to host a pop up in the fan zone at Albion’s match with Sheffield Wednesday. Offering space for fans to open up, share their stories and support one another before the match.
Jed Wallace, captain of the WBA men’s team shared his thoughts on checking in with team mates. The campaign has been shared at match days to reach thousands of fans attending.
Local TikTok influencer ‘Big Simon’, shared his support and celebrated their involvement with the campaign.
Across channels the campaign has already had a reach of over 2 million views, with further activity planned across partners – with organisations encouraged to share and support it as part of their own conversation about improving men’s mental health.
You can find out more and find support services at the Health Sandwell website here
