AXA has today launched a TV campaign with Liverpool Football Club focusing on mental health.

The Sharing Makes Us Stronger campaign also runs across cinema, video-on-demand and in the national press. It is based on the real stories of four people, including the captain of Liverpool FC Women Sophie Bradley-Auckland.

In addition to this initiative, AXA arranged for staff from the club’s official charity, the LFC Foundation, to take part in a training course to become Youth Mental Health First Aid Champions. Staff are trained to raise awareness of common signs of psychological distress.

Director of psychological services at AXA PPP healthcare, Dr Mark Winwood said that helping staff to become more aware of some of the subtle changes they may notice in young people – which could indicate issues related to mental health or wellbeing – can give them confidence to proactively intervene.

“Our campaign promotes the benefits of sharing fears or doubts to help build mental resilience within ourselves and among others, while our work with the LFC Foundation shows how staff can approach conversations with young people who may need help and suggestions of where to guide them for further support,” he explained.

Director of the LFC Foundation, Matt Parish added: “We are thankful to AXA for supporting our work and the development of our team.

“The training provided helps to improve our offer to children and young people, now and in the future, as the impact and reach of the LFC Foundation continues to grow,” he added.

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