Kick Off The Conversation

Client: The Samaritans

Every 90 minutes, the duration of a football match, someone in the UK takes their own life. When Samaritans approached Be The Fox to co-create a campaign film with Brighton & Hove Albion FC, we asked: how do we build something that not only speaks about men’s mental health, but feels it? The result: the “Kick Off The Conversation” a hero film for the Premier Leagues “Together Against Suicide” initiative, designed for the moments beyond the final whistle.

We rooted the film in football’s emotional epicentre: match-day. Two mates attend a game, trading banter and chants, yet one carries deep silence beneath the roar. Shot at the Amex Stadium and written and edited with minimal “tell” and maximum “feel”. Sound and silence become emotional beats; the crowd becomes a mirror for hidden pain; friendship becomes the bridge to vulnerability. The campaign delivered at scale: global cut-through with over 2 million views in 48 hours, organic major press coverage, and hundreds of thousands of social shares in live football culture. It became a rallying-cry among male fans and their mates, a conversation starter where one previously didn’t exist. This is a film about desperation, friendship, recognition, and hope. In the noise of 90 minutes we found a life-changing moment. We ended the film modelling a positive way beyond the darkest moments men face.