Judges’ Award 2025 Gold Under £100,000
To the outside world, working in agriculture and other rural industries, and countryside living, can appear idyllic, quaint and a privileged way of life. And whilst this is true on one level, on another lies the tough day-to-day reality and troubling mental health and suicide statistics.
To support the launch of the foundation on World Suicide Prevention Day, we created a film for online and live use that shines a light on this. It provides context to our charitable objects and will help us drive change in the way we talk about and support our collective mental health in our communities.
When someone loses their life to suicide, life stands still.
Our film, which features local farming friends and family, plays out in reverse to emotionally connect viewers with the cause before delivering a message of hope. To maximise the film's impact and engagement, there's purposefully no voiceover. Instead you have a very personal narrative in your head, with the music and sound design enhancing the visuals to further engage our target audiences, who include farmers and their support networks, agricultural service businesses and Further Education establishments, plus allies outside the industry.
We're a mental health awareness and suicide prevention charity for people working and living in rural and agricultural communities and their support networks. Founded to create a positive legacy in memory of Robert and Max, who both died by suicide before their 30th birthdays, we're drawing on our farming backgrounds and personal experiences of loss to help drive positive change in our communities across Northants, Bucks and Beds, with the ultimate aim of reducing the number of people losing their lives to suicide.
We align with the following UN Sustainable Development Goals:
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