Supporters at Nottingham Forest now have a discreet way to seek emotional support right from their seats. In a new partnership with the mental health charity Say It Lad’s, QR codes have been placed throughout the safe standing section of the lower John Robertson Stand. By scanning these stickers, fans can access a digital platform where they can listen to anonymous voice notes from other men discussing their personal struggles or record their own messages to release the pressure of things left unsaid.
Colin Eley, the health and wellbeing manager at Nottingham Forest Foundation, explained that the primary objective is to ensure that no fan feels isolated while facing mental health challenges. The initiative aims to meet people where they are most comfortable, turning the communal atmosphere of the stadium into a space for healing and solidarity. Rather than providing clinical therapy, the project focuses on visibility and listening, giving men a venue to express themselves without judgment.
The driving force behind Say It Lad’s is founder Jonny Human, who started the organization following his own battles with mental health. He believes it is vital for men to realize they aren’t speaking into a void when they reach out. While the platform doesn’t provide an individual response to every recording, Human emphasizes that every single voice note is heard by someone who understands, preventing others from reaching a breaking point by normalizing conversations around vulnerability.
This latest effort builds upon existing community projects at the City Ground, such as the Matchday Walk and Talks and the Tricky to Talk hub. Having already collaborated with clubs like Southampton and Ipswich Town, Say It Lad’s continues to expand its footprint in football culture. For many fans, this integration of wellness resources into the matchday experience represents a significant shift toward prioritizing psychological well-being alongside sporting passion.
