On Wednesday, 19 November 2025, the streets of Leeds will be dotted with posters of ordinary men holding biscuits — not as a quirky snack promotion, but as a quiet, powerful plea for connection. In a campaign that turns something humble into a lifeline, Andy's Man Club, the UK’s largest male suicide prevention charity, is partnering with Leeds United Football Club and local leaders to launch The Men Who’ve Been There Too, a campaign centered on loneliness — the silent killer many men never name out loud.
Why Biscuits? Because Sometimes the Hardest Thing to Say Is ‘I’m Not Okay’
It’s not flashy. No fireworks. No celebrity endorsements. Just a packet of custard creams, a photo of a man in a Leeds United scarf standing outside a petrol station, and the words: ‘I used to think I had to be strong alone.’ That’s the entire message. Emma Laycock, Emma Laycock, Social Media Manager at Andy's Man Club, explains it simply: ‘We’re not asking men to fix anything. We’re just asking them to say something. Even if it’s just, “I’ve had a rubbish week.”’
The campaign’s genius lies in its normalcy. Posters appear where men already are — at fuel pumps, bus stops, near the turnstiles of Elland Road, and in the heart of Leeds city centre. No pressure. No judgment. Just a visual nudge: You’re not the only one. The biscuits? They’re not just props. They’re conversation starters. Men are encouraged to take one, share it with someone, and say: ‘This reminded me of you.’
A Partnership Built on More Than Kit and Kicks
Leeds United’s involvement isn’t new. Since 2021, the club has quietly woven mental health into its identity — not as a PR move, but as a commitment. They’ve sold ‘It’s Okay to Talk’ warm-up shirts, hosted charity matches that raised over £230,000, and even let Andy’s Man Club volunteers hand out free hot drinks in the concourse before kick-off. This year, they’re going further: players will wear special socks with the campaign’s logo during their home game against Blackburn Rovers on 19 November, and the club’s official social channels will share real stories from men who’ve attended Andy’s groups.
‘It’s not about football,’ says one long-time volunteer at Elland Road, who asked not to be named. ‘It’s about the bloke in the 72nd row who’s been sitting alone since his divorce. He comes to games because it’s the only place he feels safe being around other men. We just give him a reason to stay after the final whistle.’
The Bigger Picture: Loneliness Is a Public Health Crisis
The UK’s International Men’s Day on 19 November 2025 aligns with three national pillars: improving men’s wellbeing, raising funds for charities, and reshaping narratives around masculinity. But behind the slogans lies data that’s hard to ignore. According to the Office for National Statistics, men account for 75% of all UK suicides — a figure that’s held steady for over a decade. And loneliness? It’s worse than smoking. A 2024 study by the British Journal of Psychiatry found that men over 45 who report feeling isolated are 40% more likely to develop depression within 12 months.
‘We used to think men didn’t want to talk,’ says Dr. Raj Patel, a clinical psychologist in Leeds who works with Andy’s Man Club. ‘Turns out, they just didn’t know how — or feared being told to “man up.”’ The biscuit campaign sidesteps that entirely. No therapy jargon. No clinical settings. Just a shared snack and a moment of eye contact.
What Happens After November 19?
For many, International Men’s Day ends with a tweet and a hashtag. But in Leeds, it’s just the beginning. On 20 November, Forum Central will host a multi-agency gathering where over 40 local organizations — from prostate cancer charities to youth outreach groups — will set up stalls, share resources, and plan year-round initiatives. One standout project? A ‘Biscuit Box’ pilot in 12 GP surgeries, where patients can pick up a packet with a printed note: ‘If you’re struggling, you’re not alone. Call this number. No questions.’
And then there’s Christmas. Emma Laycock confirms the campaign doesn’t stop at November. ‘We’re rolling out a winter version — “The Men Who’ve Been There Too: Christmas Edition” — with cards, hot chocolate, and more photos. Because loneliness doesn’t take a holiday. Neither do we.’
Why This Matters Beyond Leeds
Leeds isn’t just running a campaign. It’s modeling a new kind of public health response — one that doesn’t rely on hospitals or therapists, but on community, routine, and the quiet courage of a man saying, ‘I’ll have one of those biscuits.’
Other cities are watching. Manchester has already requested the poster templates. Sheffield is planning its own biscuit rollout. And in Scotland, a similar initiative using tea bags is in development. The message is clear: if you want men to open up, meet them where they are — not where you think they should be.
Frequently Asked Questions
How does the biscuit campaign actually help men with loneliness?
The biscuits aren’t the solution — they’re the invitation. Each poster and packet is designed to trigger a moment of recognition: ‘That’s me.’ Men who feel isolated often don’t seek help because they think no one understands. Seeing a familiar face in a petrol station or at Elland Road tells them they’re not alone. Many report taking the biscuit home and sharing it with a partner, sibling, or friend — sparking the first real conversation they’ve had in months.
Why is Leeds United so involved in men’s mental health?
Leeds United’s involvement stems from tragic personal losses within the club’s community. In 2020, two young fans died by suicide within weeks of each other. The club responded by partnering with Andy’s Man Club to create safe spaces at matches and training grounds. Since then, over 1,200 men have attended free talking groups linked to the club. It’s not about branding — it’s about survival. The club’s CEO once said, ‘We can’t save every life, but we can make sure no one feels too ashamed to ask for help.’
What’s the difference between Andy’s Man Club and traditional therapy?
Andy’s Man Club doesn’t offer therapy — it offers belonging. Meetings are free, held every Monday in pubs and community halls, and led by trained volunteers, not clinicians. There’s no agenda. No homework. Just 90 minutes of listening. Many men who attend say they’ve never spoken about their feelings before. The structure is simple: sit down, have a brew, and talk. It’s not a replacement for professional help, but it’s often the first step toward it.
Why focus on loneliness specifically for International Men’s Day 2025?
Loneliness is the invisible thread connecting suicide, substance abuse, and early death in men. A 2023 study by the Men’s Health Forum found that 61% of men aged 35–55 say they have no one they can talk to about personal problems. The 2025 theme zeroes in on this because it’s the root — not the symptom. When men feel unseen, they withdraw. When they withdraw, they stop asking for help. This campaign targets that withdrawal before it becomes irreversible.
Can this campaign really change anything on a national level?
Yes — because it’s replicable. Unlike expensive government programs, this costs little and spreads fast. The posters cost under £2 per unit. The biscuits are donated. The conversations happen organically. If five cities adopt this model next year, we could see a measurable drop in emergency calls related to male isolation. That’s not just hope — it’s data-driven community action.
How can someone get involved if they’re not in Leeds?
Anyone can start a ‘Biscuit Conversation’ — buy a pack of biscuits, write a note saying ‘I’m here if you need to talk,’ and leave it somewhere public: a library, a bus stop, a workplace kitchen. Or visit andysmanclub.com to find your nearest group. You don’t need to be a leader. You just need to show up. Sometimes, the bravest thing a man can do is sit down — and say nothing at all.
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