For World Mental Health Day, Rattling Studio partnered with Norwich City Football Club and Samaritans on a campaign encouraging people to speak openly about mental health and reach out for support.
At the heart of the campaign is a stark statistic: in the UK, someone dies by suicide every 90 minutes — the same length of a football match. To bring this into focus, fans at Carrow Road were invited to take part in a powerful ‘one-minute unsilenced’ ahead of Norwich City’s match against Hull City.
Instead of the traditional minute’s silence observed in stadiums, supporters were encouraged to break the silence. Fans in the ground and watching at home used the moment to check in with the people around them, starting conversations about mental health and reminding one another that support is there.
More than 25,000 fans took part in the activation, with Samaritans volunteers present at the stadium to offer support where needed.
A 90-second film captures the moment and the atmosphere inside the ground, showing how a simple conversation can be the first step towards someone seeking help. The campaign was widely recognised for its impact, winning the Big Issue Corporate Cause category at the 2024 Smiley Charity Film Awards, and was praised by UEFA as an “incredibly powerful” message.
Independent analysis by Element Human also revealed the film’s measurable effect, significantly increasing the subconscious association of Norwich City with mental health support, rising from 6% in the control group to 46% among viewers.
