Together Against Suicide - Brighton & Hove Albion x The Samaritans

If men can yell at the ref, can use that same volume to shout the things that are hardest to say?

The brief

When The Samaritans approached us to make a campaign hero film in partnership with Brighton and Hove Albion Football Club, we were proud to contribute our experience to helping male football fans through their darkest times. The aim of the video was to encourage them to talk to each other and open up.

But there have been many such campaign films made, and so we knew we needed to cut through in a new way. A way to reach both a man struggling with suicidal thoughts and mates who find it difficult to go against the grain of toxic masculinity and open up and be vulnerable.

Our Approach

We use the unique setting of match day, where passion, noise, and camaraderie peak, to flip the script. If men can yell at the ref, they can also use that same volume to shout the things that are hardest to say.

This is ‘Kick Off The Conversation’ - Shortlisted in The British Arrows and Brand Film Awards 2026!

Services

Film,
Ideation,
Production,
Creative Development,
Video Production,
Post Production,
Brand content,
OOH,
Audio

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

Results

Over 2 million views in 48 hours
Screened on Sky Sports as part of Roman Kemps show
Reviewed by Vernon Kay on BBC Radio 2
Recommended by Richard Osman on his podcast
+250k shares on social
Coverage on BBC News, Sky Sports
Winner of two British Arrows for Impact and Writing

The Concept:

Two Brighton mates spend a full match day together:

Meet at the train station.

Entering the stadium among the crowds.

Finding their seats.

Trading the usual banter about the weather, the line-up, the referee.

Once the whistle blows, the crowd roars. In those surges of noise, one of the friends begins to shout truths he’d normally keep buried. His words cut through like chants:

“I’LL TELL YOU I’M FINE, BUT I’M NOT.”

“I’M SO PATHETIC”

“I CAN’T DO THIS ANYMORE.”

The rhythm and tone mimic football banter, but the subject is urgent, blunt, and deeply human, hidden in plain sight within the roar of the crowd.

As the noise fades and they leave the ground, the volume drops too. Finally, in the quiet of the walk home, one pauses to ask if their friend needs to talk. To reassure them that it’s ok to open up. It’s safe. He cares.

A small moment of real connection lands. The friend smiles, relieved, a weight lifted because the conversation is finally happening.

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.