Every 90 minutes in the UK, someone dies by suicide. The same amount of time as a football match.

On world mental health day 2024, we created football’s first-ever 'minute unsilenced' at the start of a live televised football match on Sky Sports. Giving fans the chance to break the silence around mental health and suicide.

Over 25,000 fans helped break the silence, with Samaritans volunteers on standby in the stadium to offer support and safeguarding for those who needed it most.

A limited-edition Samaritans football kit was designed to include an emergency helpline number on the sleeve of the shirt. Giving fans watching at home a easy way to ask for help.

Norwich City Ladies held their own minute unsilenced on the same day against Real Bedford. Football teams across the UK helped spread the message with an alternative supporting 11 on social feeds before kick off.