Kastner London, the creative agency that helped give Red Bull wiiings, has created a new campaign for ANDYSMANCLUB, launching with the World Cup and built around a stark headline: “By the end of the game England will be a man down.”

The campaign connects the length of a football match to the fact that someone in the UK dies by suicide every 90 minutes, and that three out of four of those deaths are men.

Running across Bauer Media Outdoor’s digital Out of Home network nationwide, the aim is to use a shared national moment to encourage more men to talk, rather than suffering in silence.

The message is a timely one; research suggests the risk of suicide in men ages 15-34 is at its highest during large sporting events. By showing up during the World Cup, when suicide rates are expected to rise, this campaign offers football fans support with ANDYSMANCLUB.

Tom Blackwood, Creative Director at Kastner London, said: “We wanted to shed light on this important cause, by contextualising the stats within the language of football during this huge cultural moment. Our hope is it resonates with fans and sparks a conversation between mates, bringing ANDYSMANCLUB front of mind as a place anyone can go to for help”.

Partnership and rollout
The work has been brought to life with Bauer Media Outdoor, whose national Out of Home footprint gives the campaign reach during one of the biggest sporting moments of the year. The sites have been selected to appear along everyday journeys and near venues where people are watching the tournament, so the message lands in context.

Martin Corke, UK CMO and Europe Marketing lead, said: “Out of Home always shows up in the everyday journeys men take. By working with Kastner London and ANDYSMANCLUB, we’re turning our national footprint into a platform for awareness, reflection, and support. During the World Cup, this campaign will remind us all to look out for the men around us.”

The reality behind the campaign
In the UK, suicides remain significantly higher among men, with around three out of four deaths by suicide being male, and with someone dying by suicide roughly every 90 minutes. ANDYSMANCLUB was set up to give men a free, non‑judgemental space to talk about what they are going through and to reduce the stigma around opening up.

Emma Laycock, Marketing & Campaigns Lead at ANDYSMANCLUB, said: “Every 90 minutes, someone in the UK takes their own life – the same length as a football match, but with no extra time for the families and friends left behind. We know talking can make a huge difference, but many men still feel they can’t speak up. By linking this message to the World Cup, we’re hoping more men will see it, talk about it, and realise there’s a room full of people ready to listen. The best way to find out more about ANDYSMANCLUB is by visiting our website or emailing us at info@andysmanclub.co.uk“