The Duke of Cambridge announces partnership with The FA

On 15th May 2019, The Duke of Cambridge announced that Heads Together and The FA have partnered on a new campaign, #HeadsUp, launching later this year.

Harnessing the influence and popularity of football, Heads Up will be a campaign to remind us all that mental fitness is just as important as physical fitness.

Building on the important work that has been done throughout the UK to tackle the stigma that surrounds mental health, the campaign will use football to change the conversation on mental health. Here’s what it’s all about…


At the announcement of Heads Up on the 15th May 2019, The Duke of Cambridge met some grassroots football fans to talk to them about their experience of how football has supported their mental health.

He then joined Martin Glenn, Chief Executive of the FA and Paul Farmer, CEO of our charity partner, Mind at a press conference to formally announce the campaign.

“We are here today to take a big step in shattering this silence. We are going to use one of the most powerful, unifying forces in our society – football – to start the biggest ever conversation on mental health.” – The Duke of Cambridge

The campaign will launch at The FA Community Shield in August 2019, and will culminate at the FA Cup Final in May 2020, where Emirates has generously agreed to support the Heads Up campaign. Throughout the 2019/20 season, the campaign will be visible across all levels of football in England – through the men’s and women’s England teams, FA competitions, and grassroots activation.

Read more about Heads Up