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It’s a Strength not a Weakness

When a football team is playing well and winning, the crowd is usually happy and creates a positive atmosphere. However, the team needs them more when they are struggling for form.

This is when the 12th Man is most important.

The 12th Man campaign will help men talk more openly about mental health. It is built upon a foundation of offering unconditional support when it’s needed most. It encourages men to be the 12th Man for their families, friends, colleagues and other people in their lives. It empowers men to talk about mental health more openly, more often, and without stigma or prejudice.

The 12th Man campaign will enable men to support people who are struggling to cope and finding life difficult. Being open with each other will help to end the stigma that can currently be a barrier.

Our team offers training, coaching and support for men or organisations who wish to become a 12th Man in their community.


We have produced a kitbag of 12th Man materials for you to use in your communities.

12th Man posters are free to download. Contact us about prices for our training and other kit, which includes t-shirts, hoodies, beer mats, wristbands and flyers.


The 12th Man aims to help men gain the skills and tactics they need to talk more openly about mental health, and be supportive of others who may be struggling.

Anyone who has the desire and commitment to become a 12th Man for their family, friends or community can ask us about the training, coaching and support we provide.

Our campaign offers the internationally recognised Mental Health First Aid training. This gives people the confidence to approach and assist people, listen without judgement, give support and information and encourage appropriate professional help where necessary.

This training is placed within the context of the wider 12th Man campaign, enabling those who undertake it to use these skills in their everyday life.

We will also develop other 12th Man training as the campaign progresses.

arrow On Average 13
men die by suicide every day in the UK

Support Each Other

Being a 12th Man shows strength and commitment. However, the role does not replace the need for professional services when they are required. If a teammate is injured a sensible suggestion would be that they seek professional support, so they can come back stronger.

The role of the 12th Man is to be open, listen and point people in the direction for additional help with their mental health if they need it.

Some organisations that can help men with their mental health include:

C.A.L.M Samaritans Mind Rethink Elefriends Heads Together Men’s Sheds Men’s Health Forum Mental Health Foundation Centre for Mental Health Men’s Minds Matter State of Mind Time to Change SANE MenTell Health Papyrus Young Minds
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A quick internet search for mental health services in your area will also help you find out what’s available locally, but it’s always sensible to recommend that people visit their GP as a starting point. It’s also important to remember that social connections and physical activity have a real benefit to people’s mental health and general well-being. This can be part of recovery, a tactic to prevent mental health problems or simply a way of maintaining positive health and well-being. Using the 12th Man kit can be a good way of normalising mental health and encouraging people to talk about it in everyday life.

Who Are Ya?

The 12th Man team has football rivalry at its very heart – Nick is a proud Norwich fan and Oz supports Ipswich. The East Anglian derby divides us but we are united by our passion for football, people and communities.

the Outsiders

Nick and Oz are Directors of The Outsiders, a social enterprise that creates community activities that can tackle social issues.

Find out more about the Outsiders