West Ham United and England star Declan Rice has been recruited by CALM (Campaign Against Living Miserably) to be its latest brand ambassador.
The midfielder, who is set to play for the three lions in his first World Cup this November, has joined the suicide prevention charity to raise awareness around mental health and suicide.
On the pitch, Rice captains Premier League team West Ham United and has already got an international tournament final under his belt after an impressive performance in Euro 2020. Off the pitch, the footballer has set a goal to get more people talking about mental illness and looking out for their mates.
“I’m here to really use my voice. No one deserves to go through mental health struggles alone,” he added.
“No one should have to put on a front and look happy but not feel that way inside. People deserve to be happy within themselves and talk to get the help they need.
“Speaking out is the most important thing. Bottling up just makes things worse. That’s why working with CALM is key. When you have a conversation, you feel so much better, you can hold your head higher and feel lighter.”
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CALM CEO Simon Gunning, who spoke to Marketing Beat about the charity’s previous ‘Last Photo’ campaign, is “incredibly excited” to have Rice on board.
“He is a great asset to our team of Ambassadors and we know he will help us raise vital awareness of mental wellbeing and suicide amongst his huge audience,” the CEO added.
“Declan is relatable and open – and is a really positive role model for young people in the UK right now. We can’t wait to see what we can achieve with him on our squad.”
“We’re incredibly excited to have Declan on board. He is a great asset to our team of Ambassadors and we know he will help us raise vital awareness of mental wellbeing and suicide amongst his huge audience.
“Declan is relatable and open – and is a really positive role model for young people in the UK right now. We can’t wait to see what we can achieve with him on our squad.”
Rice has also teased and new campaign from himself and CALM coming soon. He said: “I’m so happy to say I’ve signed for CALM as an ambassador and I can’t wait to get going. Something big is coming before the World Cup. Follow CALM to see it first.”
