Three UK has launched a new campaign starring Peter Crouch, aimed at encouraging football fans to open up about their mental health.

Now in its third year, the #TalkMoreThanFootball initiative returns in collaboration with Samaritans and Chelsea FC to spark meaningful conversations beyond the pitch.

As part of the campaign, a fleet of specially designed mental health taxis has been rolled out. These cabs will be driven by selected drivers trained by Samaritans to support passengers who want to talk.

Peter Crouch, the former England striker turned podcaster, fronts the campaign and has spoken candidly about his own mental health struggles, including issues with body image and the effects of bullying.

Crouch said: “It’s so important that we talk about mental health as a normal part of our everyday lives – that we break down the stigma and feel more comfortable to open up. Football brings us together, so just as we support our football team, we should also support each other. It’s as easy as a text, phone call or a quick ‘how’s your week been’ to connect, whether you’re heading to the stadium or heading home. It sounds simple but it’s a great place to start.”

The campaign comes on the back of new research commissioned by Three, which found that two-thirds (64%) of football fans struggle with their mental health. Nearly half (42%) have turned to taxi drivers for support, finding comfort in the anonymity of the journey.

In fact, two-in-five (40%) said they find it easier to discuss personal issues in a taxi, and half (50%) feel more at ease opening up to someone they don’t know, due to a fear of being judged.

Aislinn O’Connor, Marketing Director at Three UK & Ireland, said: “TalkMoreThanFootball is a reminder to the nation that help can be found anywhere. Whether it’s in the back of a taxi or with a friend at the football, a simple check-in or chat can make a huge difference to someone else. At Three, we feel passionately about the power of connection, in real life or through our phones. It can help to foster a greater sense of belonging and support for those around us.”

Sonya Trivedy, Executive Director of External Engagement at Samaritans, added: “It’s vital everyone feels able to talk about what they’re going through. With nearly two thirds of UK football fans admitting to having struggled with their mental health, clearly more needs to be done to tackle the stigma. Three UK’s innovative #TalkMoreThanFootball campaign, in collaboration with Samaritans, is a timely reminder of how impactful talking, and being listened to, really is.”