Football and mental health have come together in a striking new campaign from LiveScore and Sunderland AFC, as the club’s iconic Black Cat symbol has temporarily been transformed into a “Black Dog” to encourage conversations around depression, suicide prevention, and mental wellbeing.
Timed to coincide with Mental Health Awareness Week, which runs from 11th–17th May, the campaign sees Sunderland’s famous emblem replaced at Black Cat House, located close to the Stadium of Light.
The visual activation uses the phrase “Black Dog” — a long-standing metaphor associated with depression — to challenge stigma surrounding mental health and encourage supporters to speak openly about their struggles.
A Campaign Addressing a Growing Crisis in the North East
The initiative arrives at a particularly significant time for the North East of England, which continues to record the highest suicide rates in the country. According to recent figures, the region saw 15.1 deaths per 100,000 people in 2024, compared to the national average of 11.1 per 100,000.
By temporarily altering one of Sunderland AFC’s most recognisable symbols, the campaign aims to stop fans in their tracks and prompt meaningful conversations around emotional wellbeing, particularly among men who may struggle to seek help.
Matchday Activations at Sunderland vs Manchester United
Alongside the “Black Dog” installation, LiveScore hosted several fan engagement activities ahead of Sunderland’s home fixture against Manchester United.
The campaign also featured prominently on the front cover of the club’s official matchday programme, ensuring supporters inside and outside the stadium were exposed to the campaign’s message.
According to Dominic Vye, Marketing Director at LiveScore, football’s cultural influence makes it an ideal platform to raise awareness for issues affecting local communities.
“Football has an unmatched ability to bring people together, and with that comes a responsibility to use our platform for something bigger.”
Foundation of Light’s ‘Game of II Halves’ Initiative
At the centre of the campaign is Sunderland’s charity arm, Foundation of Light, and its mental health and suicide prevention programme, “Game of II Halves.”
The initiative supports men aged 16 and over across Sunderland by providing practical mental health education, improving confidence, and helping participants identify support services for themselves or others in crisis.
The programme also focuses on reducing the stigma surrounding self-harm, depression, and suicide — issues that remain disproportionately prevalent among men in the UK.
Scott McCubbin, CRO at Sunderland AFC, described the campaign as a powerful reflection of the club’s role within the community.
“This campaign is about more than just a visual change — it’s about encouraging conversations, raising awareness, and reminding our fans that they are never alone.”
Football Continues to Lead Mental Health Conversations
The campaign is another example of football clubs using their platforms to address social issues beyond the pitch. In recent years, clubs across the UK have increasingly partnered with charities and health organisations to promote discussions around mental health, loneliness, and suicide prevention.
Sunderland AFC’s decision to temporarily replace its beloved Black Cat identity with a Black Dog symbol demonstrates how visual storytelling in sport can deliver an impactful message that resonates far beyond football.
For more information about the “Game of II Halves” programme or to access support resources, visit the official Foundation of Light Game of II Halves page.
