A QR code in the safe standing section of the lower John Robertson Stand at Nottingham Forest's City Ground now gives supporters access to the mental health charity Say It Lad's website. Visitors can listen to anonymous voice notes from men talking about their own experiences, and they can record their own as well.
The City Ground touchpoint
Colin Eley, Nottingham Forest Foundation's health and wellbeing manager, said the aim is to help supporters "don't feel alone in going through any kind of mental health challenges".
That is a neat fit for a matchday space, because the point is not to turn the stand into a clinic. It is to give fans a private route into support content while they are already at the ground.
Jonny Human, Say It Lad's founder and creative lead, said: "We don't respond to every voice note, that's not the idea of our platform, but every voice note does get heard."
He added: "So if you have got something that you want to say and that you want to share, then we will listen." The platform is built around being heard, not around expecting every message to trigger an immediate reply.
Forest's wider matchday work
This sits alongside Forest's Tricky to Talk Matchday Hub and Matchday Walk and Talks. Say It Lad has also worked with Southampton, Southend United and Ipswich Town.
The club's on-pitch context is mixed, which helps explain why a supporter-facing project like this lands now. Forest are 16th in the Premier League, with 9 points from 10 matches and a goal difference of -4.
The initiative will be in front of supporters again before Forest's next home league game against Chelsea, on 27 November.
Written by Jack Mercer with AI-assisted research, cross-checked against 1 outlet. How we work →
