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Norwich City Football Club are finalists at the Smiley Charity Film Awards

Words by Abi Scaife

The Corporate Cause section in the Smiley Charity Film Awards is a chance for businesses to demonstrate how they’re giving back. It’s a hugely important and impactful category, allowing us to celebrate their partnerships with charities and causes that benefit our world.

Norwich City Football Club has collaborated with Samaritan’s to create the film #YouAreNotAlone, encouraging their fans to engage with each other, and check in on their mental health.

We caught up with Gavin Beard, the Head of Marketing at Norwich City Football Club, ahead of the Charity Film Awards ceremony in March, to hear more about why the club is so passionate about mental health.

Why did you choose to get involved with this cause?

In 2022, we uncovered a data point that was highly contextual - the average age of our season ticket holders correlated to the age bracket most likely to die by suicide. Since then, we’ve had a strong desire to use our platform for good, using key moments in the calendar to deliver highly impactful and informative activations on the subjects of mental health and suicide, and signposting where supporters should go in times of need.

You Are Not Alone 1

Why is it so important for other sports teams to get involved in charity work and giving back?

Sport can really be used as a vehicle for good- teams across the globe have passionate supporter bases who care deeply about their team and are actively engaged. Teams therefore have the opportunity to use their platform to educate and inform on a number of topics of causes, though anything localised or contextual to the club or its community will likely have a greater impact.

How can sports teams best support the causes they are involved with?

Teams have the opportunity to educate on a range of topics, but it’s important to be clear and transparent on where support is available. We at Norwich City recognise we are not the experts when it comes to mental health and suicide, and so we use our platform and our significant reach to drive awareness of the topic but ultimately signpost to the incredible charities who are set up to provide support in this area.

Coventry v NCFC Samaritans shirt takeover

You can watch Norwich City Football Club’s entry by following this link to the Smiley Charity Film Award’s website. You can learn more about Norwich City Football Club by going to their website. Find out more about Samaritan’s and their work by going to their website.

Charity check-in 

At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article. 

Campaign to End Loneliness. This charity campaigns to make sure that people most at risk of loneliness are reached and supported. Support them here.

Samaritans. Samaritans works to make sure there's always someone there for anyone who needs someone. Find out more here.

Ripple Suicide Prevention. R;pple exists to ensure immediate mental health support is presented to individuals following a harmful online search. Learn more here.

This article aligns with the UN SDGs Good Health and Wellbeing and Partnerships for the Goals.

This article aligns with the following UN SDGs

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