Salford Red Devils tackle suicide crisis with grassroots men’s mental health scheme

Salford Red Devils Foundation becomes the city’s first official ‘Manbassador’ as new men’s mental health campaign launches on World Mental Health Day

A new campaign to tackle the alarming rate of male suicide in Salford has been launched, with the Salford Red Devils Foundation leading the charge.

The Salford Manbassadors initiative, unveiled on World Mental Health Day, 10 October, is being spearheaded by housing provider Salix Homes. It aims to create a network of safe spaces where men can open up about their mental health without judgement, stigma or pressure.

Salford Red Devils Foundation is the first organisation to officially join the project. The Foundation will deliver a 16-week programme focused on improving physical health, mental wellbeing, and nutrition, all designed specifically for men. As part of the scheme, participants will also have the chance to meet Salford Red Devils Super League players supporting the cause.

Paul Trainor, Director of Foundation and Rugby Partnerships at Salford Red Devils Foundation, said the project will play a vital role in supporting the community.

“We’re proud to be the city’s first official Manbassador. The wellbeing of our community is central to everything we do. Sport brings people together,  it breaks down barriers, particularly around mental health,” he said.

“This programme will not only help men improve their overall health, but also show them they’re not alone. They’ll have a safe, supportive space to talk and be heard.”

Salford player Nathan Connell added: “Giving men a space to come together and look after their physical and mental health is so important. We need to get the message out, it’s okay to ask for help.”

The Manbassadors initiative is Salix Homes’ response to a growing mental health crisis. In 2023 alone, 44 people in Salford took their own lives. Suicide remains the leading cause of death for men under 50.

The project aims to recruit a wide range of local businesses and community organisations to serve as ‘Manbassadors’. Each one would act as a safe place where men can talk openly and get signposted to help if needed.

Salix Homes is encouraging more local venues, including cafes, barbers, gyms, pubs and community centres, to pledge their support.

Kate Burns, Salix Homes Housing Manager and Project Lead, said: “Too many men are suffering in silence. This project is about breaking down barriers and showing men that it’s okay to speak out.

“By placing Manbassadors in everyday locations where men naturally gather, we can reach more people before they hit crisis point.”

The project is now accepting interest from both individuals seeking support and organisations interested in becoming Manbassadors.

More information and registration is available at: www.salixhomes.co.uk/manbassadors