Frequently Asked Questions
We have listed a few of the most commonly asked questions. If there is anything else you are unsure of, please get in touch.
What is 12th Man?
12th Man is a mental health campaign focused on reducing male suicide and promoting positive mental health for men. We do this by working with businesses and community groups to encourage open conversations and connect people to support — through everyday interests, identities, and relationships.
Is it only for men?
No — anyone can get involved. While our focus is on improving mental health outcomes for men, we welcome and encourage people of all genders to support this mission. We believe better mental health for men benefits everyone.
What does 12th Man actually do?
We’re a campaign and a brand — not a service provider. We work with community leaders, businesses, and organisations to create mentally healthy environments. That could mean training staff, creating visible mental health messaging, or simply helping people know how to listen and support someone who is experiencing mental health challenges.
Why is it called '12th Man'?
In football, the “12th Man” is the crowd — the supporters who make a difference from the sidelines. Our campaign is about being that supporter in everyday life: looking out for the men around you and helping create a culture where it's OK to talk and seek help. We have used the values of unconditional support, as the 12th Man gives to their team, as a metaphor for our mental health campaign, so don't be put off if you don't like football!
Do you run support groups or drop-in sessions?
No — and that’s by design. We believe mental health support works best when it’s rooted in real life: in the things you already care about and the communities you’re already part of. Whether it's a workplace, a sports team, a creative project, or a hobby group, we help people become more aware, connected, and confident talking about mental health.
Why is it ‘men and mental health’ and not ‘men’s mental health’?
Great question — and it’s something we think really matters.
The term “men’s mental health” might sound straightforward, but it actually simplifies a much more complex reality. There isn’t a unique type of mental health condition that only affects men — depression is depression, anxiety is anxiety. What is different is how men experience, talk about, and seek help for those issues.
We prefer to say “men and mental health” because what we’re really dealing with is a mix of factors: masculinity, societal expectations, stigma, silence, pressure, identity, culture — all of which shape how men respond when they’re struggling. Calling it “men’s mental health” risks sounding like a mental health version of “man flu” — like there’s some special kind of poor mental health that only applies to men.
Our focus is on why men often find it hard to talk, open up, or ask for support — and how we, as communities, can change that. This isn’t about diagnosing something different in men — it’s about understanding the environment around them, and making it easier to be honest, vulnerable, and supported.
How do you prevent suicide if you don’t offer direct mental health support?
At 12th Man, we believe real prevention starts long before someone is in crisis.
Most suicide prevention efforts focus on the moment someone identifies as being at risk. But by then, it’s often already an emergency — and what we’re doing isn’t really prevention anymore. It’s treatment.
Think of it like fire safety: if something’s already started to smoulder, you’ve got a fire. Yes, you might extinguish it before it takes hold — but you didn’t prevent the fire. Prevention is about removing the fuel, the sparks, and the conditions that let that fire start in the first place.
That’s exactly how we see suicide prevention. We don’t wait for men to say they’re suicidal. We focus on reaching them way earlier, when they’re just living their lives — riding bikes, getting a haircut, chatting with mates at work or in the pub. They might be struggling, stressed, or starting to feel overwhelmed — but they haven’t hit crisis. A supportive conversation at the right time might be all they need to stay on track.
We work with community groups, workplaces, barbers, gyms, and others to make everyday environments more mentally supportive — places where men feel safe to talk, and where people know how to listen. These early moments matter. They’re where prevention really happens.
In our view, the current system too often designs “prevention” around crisis. But crisis is too late. We believe true suicide prevention means creating a culture where mental health support is part of everyday life and not something that only happens when a crisis starts.
Do I need to be trained or qualified to help someone with their mental health?
Not at all. You don’t need to be an expert to make a difference — just someone who listens, cares, and knows how to signpost. That’s what the 12th Man is all about. However, you can improve your mental health awareness, talking and listening skills, and the confidence to support others by taking mental health first aid training through our campaign. See the Training pages for more information.
Where can I go if I need mental health support right now?
There are lots of different sources of mental health support available, and we can help point you in the right direction. The Get Support pages on our website will help you find local and national specialist services, apps, and books. You can also visit the many businesses we have worked with to ask someone in your community who is connected with the 12th Man campaign — they can help signpost you to support.
How can I get involved?
As an individual, you can help us spread the message. Wear our brand, share our materials, have honest conversations. You can also join some open training sessions when available if you want to get some mental health first aid skills.
As a business or organisation, you can join the movement! We offer training, resources, and guidance to help you become a 12th Man business or club, supporting your staff or members will skills and confidence to talk about mental health and feel empowered to look out for each other. Contact us to start a conversation.
How can we become a 12th Man business or group?
We work with lots of different businesses, sports clubs, and community groups to help them create environments that support men and mental health. Get in touch through our contact form to start a conversation.
