The Norwich-born initiative designed to save lives is urging Norwich City Football Club to reconsider its decision not to place its QR-code stickers around Carrow Road.

Say It Lad is a men's mental health service that can be accessed anonymously. (Image: Say It Lad)

Say It Lad puts small stickers on the safe-standing rails, allowing supporters who are struggling with their mental health to reach its anonymous platform discreetly.

But while Norwich City has displayed Say It Lad posters around the stadium concourses, it has declined to adopt the stickers at the heart of the campaign.

The club said stickers placed on rails were easily removed by supporters, could encourage graffiti and would become “untidy or ineffective within days”.

NCFC has rejected the Say It Lad barcodes adopted by other football clubs (Image: Andy Sumner/Focus Images Ltd)

It said the scheme was therefore neither sustainable nor practical and added that mental-health signposting must meet its safeguarding standards.

The Canaries also said its wellbeing campaigns needed to be inclusive of every supporter and could not focus on one sex or section of its fanbase.

However, Say It Lad was deliberately created to reach men, the group accounting for around three-quarters of recorded suicide deaths in England.

Figures published by the Office for National Statistics show the suicide rate among men remains approximately three times that of women.

Men aged between 50 and 54 recorded the highest age-specific suicide rate in England and Wales in 2024, at 27.5 deaths per 100,000.

Say It Lad was founded in Norwich (Image: Say It Lad)

Say It Lad merchandise is on sale in Norwich and Cambridge (Image: Say It Lad)

Say It Lad founder Jonny Human said football grounds were among the most........

© Eastern Daily Press