partners
six roles. none of them filled yet.
We’d rather name the jobs than show you an empty wall of logos. Each of these is a real thing to own, not a place to put a badge — and each one is open because we haven’t started yet.
01
who it’s for — a brewery, a pub group, or a drinks retailer
- what it is
- Buy a mate a pint, and the second one’s on the house. Partner venues run two-for-one on a named day; online, you can gift one. The mechanic is the oldest one in Britain — get the round in — pointed at a conversation instead of a birthday.
- what you’d get
- The mechanic carries your name. Point of sale in every participating venue, the gifting flow, and the day itself. You’d be the reason a few hundred thousand men had a specific conversation, and you’d be able to say so.
- what it costs
- The stock behind the free half of the round, POS production, and a named person who can make decisions.
02
who it’s for — a florist, a flower-delivery service, or a supermarket flower buyer
- what it is
- Buy the bunch, and a second one goes to a mate, free. One named bunch on your range carries it — you add his address at the checkout and it turns up at his door with a card. Same mechanic as the round: buy one, the second is on the house. Not for a funeral, not as an apology, not because anything has happened. British men send flowers to women, to hospitals and to graves, and almost never to each other, which is exactly why a bunch from a mate cannot be misread as anything except I was thinking about you. It says the thing before either of you has to.
- what you’d get
- The bunch carries your name, and so does the mechanic: the gifting flow, the card and the day. The card is the part worth having — it is the one place a prompt to ask properly lands in a man’s hands at the exact moment he is already thinking about his mate.
- what it costs
- The second bunch and the delivery on it, the card and its production, and a named person who can make decisions.
03
who it’s for — the first employer willing to run it inside
- what it is
- The six moves, delivered to managers and to everyone else, as something they actually practise rather than a slide in an induction deck. Not a webinar. Not a wellbeing week.
- what you’d get
- First. The programme built with you, on your sites, in your language, and evaluated properly — which means you get a real number about your own workforce rather than an attendance figure. And you get to be the case study every other employer is shown.
- what it costs
- Staff time, honest access for the evaluation, and the willingness to publish the result whichever way it goes.
04
who it’s for — a league, a club, or a grassroots football organisation
- what it is
- A plain shirt with 2 on the back and a mate’s name above it — his, not yours. Free to grassroots and five-a-side teams. Then one weekend a year where, at half time, every tannoy in the league asks the crowd to turn to the person next to them and ask again. Ten seconds of silence, then the second half.
- what you’d get
- Your league is the one that did it first. Every photograph of every team wearing it generates the same question — why’s he got your name on? — which is the entire campaign, delivered by other people.
- what it costs
- Ninety seconds of stadium time, and the shirts. Not money.
05
who it’s for — a product or digital team who’d rather build than donate
- what it is
- The practice tool. Reading the six moves is not the same as having tried them, and every serious organisation in this field has worked that out — CALM’s Conversation Coach reports 89% of users felt more confident starting a conversation; Movember’s runs on a licensed framework. We don’t have one and we can’t build one alone.
- what you’d get
- A named build credit on the thing itself, and a piece of work your team will actually want in their portfolio. Open-sourced at the end, so it outlives the partnership.
- what it costs
- Engineering time, and patience with a clinical review process that will slow you down and should.
06
who it’s for — one organisation, once
- what it is
- The first year. Unrestricted. The registration, the safeguarding infrastructure, the evaluation, the salary of whoever runs it — the unglamorous half that nothing else on this page pays for.
- what you’d get
- The only role here that can never be offered again. Named on everything, for good, and a seat in the room while the thing is still being decided rather than after.
- what it costs
- Real money, and the nerve to back something with no track record. We’ll show you exactly where it goes and exactly what we can’t yet prove.
and one that isn’t a sponsorship.
the evidence partner — a university or research group. Tens of thousands of men a week are being served by peer models in this country with no controlled outcome study behind any of them. Running the first one is the largest single contribution available in this field, and it’s the one thing no delivery organisation can do about itself. That isn’t a partnership we can pay for. It’s one we’d like to be measured by.
what a partner doesn’t get
Any say over the method or the evidence. The six moves and the evidence map are ours, they’re reviewed clinically, and a partner cannot edit, approve or veto either. If our own evidence says something a partner won’t like — and it already does, about our own album — it gets published anyway.
A logo anywhere near crisis content. No brand appears on the crisis panel, the helpline numbers, the safeguarding pages, or anything written for someone who is struggling right now. That space carries no advertising, ever.
Our audience’s data. We don’t sell, share or rent it, and a partnership doesn’t come with a list.
who we won’t take money from
Gambling and betting. Payday and high-cost credit. Vaping and tobacco. All three target young men harder than almost any other sector, and two of them are implicated in the financial adversity the evidence links to male suicide. We’d rather be smaller.
and the awkward one - alcohol
Alcohol is a significant risk factor in male suicide. We’re not going to pretend otherwise, and any clinical adviser will raise it in the first meeting — so here’s our position, which holds whoever is or isn’t funding us.
The pub is where a lot of British men actually are, and refusing to go there on principle means talking to the ones who were already listening. But the round has to work for the man who has stopped drinking, or it’s the wrong mechanic. So the alcohol-free option is first-class from day one, not an asterisk — same offer, same POS, same day. There’s a good precedent: Talk Club’s Clear Head, a 0.5% IPA brewed with Bristol Beer Factory, is now among the UK’s best-selling alcohol-free beers and has raised over £157,000.
No partner activation may encourage volume drinking, and none will carry a discount on quantity. Get the round in means one, for someone else.
where we actually are
We are not yet a registered charity. We’re applying as a Charitable Incorporated Organisation, which is the structure that can register without meeting an income threshold. Until that completes, a corporate contribution cannot be treated as a charitable donation for tax purposes — and you should know that before we take up an hour of your time rather than forty minutes into it.
No impact figures, because we haven’t earned any. No proof this works at scale. A design we can defend, an evidence base we’ve published in full including the parts that undermine us, and a plan to test it.
We’d rather have your questions than your patience.
or a seat on the board itself.
None of the roles above is a trustee role — those are unpaid, and there is no board yet to sit on. Register your interest →