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Prince William Issues Powerful Plea as Sporting Stars Rally Behind New Mission

Prince William's new initiative follows the launch of the National Suicide Prevention Network last year.

Prince William, Prince of Wales, attends day two of Royal Ascot at Ascot Racecourse. (Cover Image Source: Getty Images | Max Mumby/Indigo)
Prince William, Prince of Wales, attends day two of Royal Ascot at Ascot Racecourse. (Cover Image Source: Getty Images | Max Mumby/Indigo)

Prince William is turning to the world of sport for a reason that will not only help people with their battles but also break stigma. The Prince, in his endeavor, is asking sporting organizations to do more when it comes to suicide prevention. With some of Britain’s biggest sports stars joining him, the future King is hoping to make difficult conversations about suicide easier to have and, to support the initiative, he is launching a new resource called On Your Side on World Suicide Prevention Day.

Prince William, Prince of Wales speaks to guests as he departs the 2026 Commonwealth Day Service at Westminster Abbey. (Image Source: Getty Images | Chris Jackson)
Prince William, Prince of Wales, speaks to guests as he departs the 2026 Commonwealth Day Service at Westminster Abbey. (Image Source: Getty Images | Chris Jackson)

As per Hello!, under the initiative, the program has a 72-page toolkit, especially curated to help sporting organizations understand how they can support people who may be struggling and potentially prevent suicide. To support the cause, the Prince roped in England football captain Harry Kane and Formula One driver George Russell to help spread his message. Further, William will call on sporting organizations across the country to consider what more they can do.

During his speech, he is expected to say, "My hope is that every sporting organization in the country will look at what is being launched today and ask a question: ‘What more can we do?’ because the opportunity before us is enormous." Adding, "Sport has the ability to reach people who may never walk through the door of a mental healthcare service. People who may never seek support themselves and may be struggling in silence. The sporting community can help change that."

Harry Kane of Bayern Munich looks on from the bench before the Bundesliga 2026/27 match between FC Schalke 04 and FC Bayern München at Veltins-Arena on September 05, 2026, in Gelsenkirchen, Germany. (Image Source: Getty Images | Alex Grimm)
Harry Kane of Bayern Munich looks on from the bench before the Bundesliga 2026/27 match between FC Schalke 04 and FC Bayern München at Veltins-Arena on September 05, 2026, in Gelsenkirchen, Germany. (Image Source: Getty Images | Alex Grimm)

A short film released alongside the toolkit features Kane, Russell, boxer Carl Frampton, GB basketball player Kofi Josephs, former England rugby player Rocky Clark and several other sporting figures. The film encourages people to look out for those around them and start conversations that could make a difference. At one point, Kane asks directly: "Are you thinking about suicide?"

William ends the film with another important message, reminding people that they do not need to be experts to help someone who may be struggling. He said, "You don’t need to be an expert to support someone who’s struggling. You just need to find the courage to have the conversation." Former England footballer Alan Shearer is also supporting the campaign. 

George Russell of Great Britain and Mercedes-AMG Petronas looks on in the FIA press conference during the F1 Grand Prix of Italy at Autodromo Nazionale Monza on September 6, 2026 in Monza, Italy. (Image Source: Getty Images | Kym Illman)
George Russell of Great Britain and Mercedes-AMG Petronas looks on in the FIA press conference during the F1 Grand Prix of Italy at Autodromo Nazionale Monza on September 6, 2026, in Monza, Italy. (Image Source: Getty Images | Kym Illman)

Shearer has previously spoken about the impact of losing his close friend Gary Speed, the former Wales captain and Everton midfielder, who died by suicide in 2011. "We can't always know when somebody is struggling, but we can all be better at asking, listening, and helping someone find the right support," he said.

The footballer added, "Prince William has done a huge amount around mental health and sport, and I'm very happy to support the Royal Foundation with this."

Prince William, Prince of Wales during the funeral of King Harald V of Norway on September 09, 2026 in Oslo, Norway.  (Photo by Peter Summers/Getty Images)
Prince William, Prince of Wales during the funeral of King Harald V of Norway on September 09, 2026 in Oslo, Norway. (Image Source: Getty Images | Peter Summers)

The initiative follows William’s launch of the National Suicide Prevention Network last year, which was backed by a $1,400,000 commitment from the Royal Foundation. For William, the campaign also has a deeply personal professional impact. "Through my work on mental health, I have met people whose lives have been changed forever by suicide. But I have also met people whose lives have been saved because someone stepped in to help. Each of their experiences has had a profound impact on me," he shared. 

The Prince continued, "I hope that On Your Side encourages everyone in sport, in every discipline and at every level, to make suicide prevention part of your game plan."

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