Prince William has previously spoken about attending some of the most devastating emergencies during his time with the East Anglian Air Ambulance, including a call involving a young man who had died by suicide.
Those experiences have stayed with him and helped shape his determination to encourage earlier conversations around mental health.
At the Liverpool event, William unveiled ‘On Your Side’, a new suicide prevention toolkit created by The Royal Foundation in partnership with mental health charity Chasing the Stigma.
In the foreword to the toolkit, William reflected on the difference a single person can make when someone is going through a crisis.
He wrote that sport can offer “vital connection and support” during periods of pressure, loss and despair, saying that he had met people whose lives had been changed forever by suicide as well as others whose lives had been saved because “someone stepped in to help”.
“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,” he wrote.
Speaking at the launch, William described suicide as one of society’s greatest challenges and paid tribute to families who have been left carrying the pain of loss.
“Sport creates belonging. It creates identity. It creates connection,” William said. “And those connections matter.”
The accompanying campaign film features sports stars and coaches, including England captain Harry Kane, reinforcing a message: checking in with someone and asking whether they are alright could be the conversation that changes everything.
During a visit to Maidenhead Rugby Club in June 2023, Kate spoke with under-14s coach Sarah Renton, who shared the heartbreaking story of her daughter, Issy Phipps, who died by suicide.
Renton later gave the Princess a pair of earrings created by Issy’s cousin in memory of the teenager.
Kate has kept the meaningful gift close, and her decision to wear the earrings on a day dedicated to suicide prevention added an especially personal note to the Liverpool engagement.
The Issy Star earrings remain available through the Issy Star website, with $5 from every purchase donated to Brave Mind UK.
2026-09-10 21:15:00
