The Prince of Wales's Pitch: Can Sport Silence Suicide? The sports sector has long been associated with masculine culture, where vulnerability is often seen as a weakness.
However, in an effort to counter this narrative and address the high rates of male suicide, Prince William is seeking help from the very industry that perpetuates these attitudes.
The On Your Side project, launched alongside his wife Catherine at Everton's football ground in Liverpool, aims to use sport's reach to raise awareness about mental health challenges and encourage open conversation.