Kicking off the biggest-ever conversation around mental health with Heads Up
Heads Up is a ground-breaking initiative using the influence and popularity of football to change the game on mental health.
Heads Up – launched by The Football Association [The FA] and Heads Together, and spearheaded by The Duke of Cambridge – will harness the influence and popularity of football to help show the nation that we all have mental health and it is just as important as physical health. A season-long campaign that will run through all FA assets – including the Emirates FA Cup and England and Lionesses internationals. It will strive to raise awareness, spark conversation and signpost support, with a 24/7 text support service established to help support those in need of help.
Announcing the launch with The Duke of Cambridge
The campaign officially launched ahead of The FA Community Shield match between Liverpool and Manchester City with a short film by HRH The Duke of Cambridge introducing Heads Up and encouraging both sets of fans to join in the singing of the clubs’ anthems, ‘You’ll Never Walk Alone’ and ‘Blue Moon’.
Launch activation: leading the crowds in a rendition of ‘You’ll Never Walk Alone’ and ‘Blue Moon’
Following our appointment by The FA and Heads Together in May, the team at Fuse worked with HRH The Duke of Cambridge to deliver the video and developed and executed the launch activation with two community choirs joining the crowds at the match to lead the singing. iChoir from Liverpool and Bee Vocal from Manchester were both created to support mental wellbeing and to challenge the stigma surrounding mental health. The choirs took to the pitch ahead of the teams to lead the clubs’ iconic anthems, ‘You’ll Never Walk Alone’ and ‘Blue Moon’ which both refer to themes of isolation and the importance of togetherness, pertinent to the core message behind the campaign. Heads Up branding was visible across the stadium and on the LEDs during the match.
Following The FA Community Shield, the campaign will be activated across all levels of the game from the elite to grassroots and at the biggest moments of The FA’s season including men’s and women’s England internationals and FA competitions. The campaign will conclude at the Emirates FA Cup Final on 23 May, 2020.