Sandwell shortlisted for Campaign of the Year for men’s mental health initiative

Sandwell Council has been shortlisted for Campaign of the Year at the 2026 Local Government Chronicle Awards for its impactful men’s mental health campaign; 'You ok, mate?'

This national recognition reflects Sandwell’s commitment to being a caring, community‑focused council that puts residents’ wellbeing at the heart of everything it does. It also comes at a time when the council is being recognised more widely for its improvement and transformation across services.

Developed and delivered in-house, the You ok, mate? campaign uses real stories and voices from across Sandwell to break down stigma and encourage men to speak openly about their mental health. Since its launch, the campaign has reached more than 2 million people, generated 450,000 video views, and contributed to a 29% increase in men contacting NHS 111 in the first three months.

Councillor Jackie Taylor, Cabinet Member for Adult Services, Health and Wellbeing, said: “Being shortlisted for Campaign of the Year is a fantastic achievement and reflects the compassion, creativity and commitment of our teams and our communities.

"‘You ok, mate?’ is a powerful example of the difference we can make when we work alongside residents to tackle stigma and support people at the earliest opportunity. I’m incredibly proud of everyone involved.

“Together with my performance champion, Councillor Luke Cottrerill, I have championed this approach to supporting men. The campaign has also seen walks and talks in the borough to highlight the issues of getting our men talking as a first step to tackling good mental health and we hope in the future to elevate this even more.”

Dr Frances Howie, Director of Public Health for Sandwell, added: “We are grateful to the 45 local men who bravely shared their stories to help others. Their honesty is at the heart of this campaign.

"By combining their lived experiences with behavioural science, we are starting to shift attitudes, increase conversations and encourage more men to seek help when they need it. It’s wonderful to see this work recognised nationally.”

The campaign was developed in response to concerning local data showing that 79% of deaths by suicide in Sandwell were among men, and many said they had no one to talk to. Through partnerships with West Bromwich Albion FC, the NHS, local organisations and community influencers, the council brought the campaign into workplaces, community spaces and major local events.

This shortlisting sits alongside wider recognition for the council’s progress, including being shortlisted for Most Improved Council at the same LGC Awards — further evidence of Sandwell’s journey of improvement and its commitment to doing the best for local people.

The winners of the LGC Awards 2026 will be announced in June this year.