Kick Off The Conversation
The Samaritans X BHAFC
Every 90 minutes, the length of a football match, someone in the UK takes their life.
Brief & Results
For Samaritans, tackling male suicide meant reaching men where they already are: in the heart of football culture. Partnering with Brighton & Hove Albion FC, Be The Fox created “Kick Off The Conversation”, a hero part of the Premiere Leagues ‘Together Against Suicide’ campaign. The film was to support The Samaritans campaign to sign up new volunteers and get football-going men talking, a demographic at larger risk of suicide, to open up with other.
Our mission was simple but vital: reframe talking as strength, not weakness. Football became our emotional language. Set on match day, the film follows two ordinary mates in the stands, capturing the banter, camaraderie, yet unspoken pain beneath. By using the roar of the crowd as a metaphor for the words men struggle to say, the story turns familiar noise into a powerful invitation to speak up.
With ZERO media or PR spend we achieved…
80 million+ organic reach across platforms and publications
5 million+ organic views (2 million in the first 48 hours)
Hundreds of thousands of comments, shares and press mentions from BBC News, Ad Age, Creative Moment, LBB Online, Shots, to Richard Osman's podcast, Vernon Kay's radio show and Roman Kemp's Sky Sports show with no PR spend.
Endorsements and shares from high-profile figures, including broadcasters, footballers and celebrities.
40 new Samaritans volunteers in 8 weeks, with dozens more undergoing training
AMEX Screening Reaction
Impact Film
OUR APPROACH
Authenticity first: shot in and around the Amex Stadium, with a true match-day atmosphere.
Relatable dynamics: two mates who could be anyone in the stands, allowing viewers to see themselves reflected.
Sound as storytelling: the swell of the crowd and the music track ‘Mount’ by The Blaze become the emotional cover for honesty, while the post-match quiet underscores vulnerability.
Simple and cinematic: no gimmicks, just football, friendship, and the power of vulnerability.
This approach meets The Samaritans audience where they already are, in football culture, and reframes shouting not as anger, but as courage.
By aligning the Samaritans message with the familiar rhythms of the game, the campaign shows that opening up doesn’t make you weak.
Lived experience within the cast and crew of having lost loved ones to suicide made the shoot cathartic, supportive and led with truth.
Deliverables
Hero film 16:9 for YouTube
Social edits 1x1 and 9:16 for Instagram, Facebook, TikTok and X
OOH cut for live screening at Amex stadium during BHAFC vs Tottenham
MAKE AN IMPACT
Talk with our team to find out how we effect change and reach people with film.
