The UK statistics on life outcomes for men are alarming to read. Geoff Shepherd, founder and director of The Yorkshire Mafia, brought some of these to our attention.
- Suicide: Men are ~75% of suicides in the UK. It's the leading cause of death for men under 50. That's terrifying for those of us with sons.
- Men are 97% of the prison population, receive harsher sentences for the same crimes and are more likely to be incarcerated.
- Men are 84% of the homeless
- Prostate cancer kills more men than breast cancer kills women (but gets half the funding and a fraction of the attention)
- 1/3 of domestic violence victims are men, and access to shelters is far more limited compared to services for female victims
And it became the reason for us running this International Men's Day Campaign.
This International Men’s Day (19 Nov), a simple biscuit is opening some big conversations.
On Tuesday 19 November, we will launch a powerful initiative across Leeds to help men connect, check in, and talk honestly about their feelings, emotions, and mental health; in their own way.
Led by us, in collaboration with suicide prevention organisation HelloHope, the campaign is bringing together some of the city’s most inspiring voices: Jamie Jones-Buchanan (Leeds Rhinos Manager), Luke Ambler (co-founder and chair of Andy’s Man Club), Liam Harrison (World Muaythai Council World Champion), Mike Bates (Gracie Barra Roundhay), and Geoff Shepherd (founder of The Yorkshire Mafia).
Real Words. Real Friendship.
Instead of polished slogans or empty platitudes, the campaign celebrates the real language of male friendship: short, straight-talking, and fiercely loyal.
Men across Leeds were asked: If you could send one biscuit message to a mate, what would it say?
The replies were honest, humorous, and deeply human.
Messages like:
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"I appreciate you, bro"
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"Iron sharpens iron"
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"I’ve got your back"
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"You Little Fucker"
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"Thank you"
- "Let's Talk"
All these messages ended up actually being gifted by these men to their mates/father figures. And the "Let's Talk" message will be shared across the city to mark International Men’s Day.
Taking Kindness to the Streets
HelloHope will bring the campaign to life by handing out free biscuits from The Biskery in Leeds city centre. Biscuits designed to be gifted from one man to another. The aim? To make it easier for men to express care and support in a way that feels natural to them.
Even though both HelloHope and The Biskery are women-led, this movement is powered by deep respect for how men show loyalty and love.
Saskia Roskam, co-founder of The Biskery, explains:
“This is so much more than a campaign. It’s an invitation to reframe how we support men’s mental health. To recognise that the way they express care might look different, but it’s no less real. A simple biscuit can carry huge meaning, especially when it says what audible words sometimes can’t.”
Born from Lived Experience
For HelloHope founder Ellie MacDonald, the message is personal.
“I lost my dad to suicide when I was just four years old,” she shares. “Sadly, suicide remains the leading cause of death among men under 50. With HelloHope, I wanted to give people practical tools to spot the signs and intervene before it’s too late. When The Biskery approached me, I knew instantly it was the perfect fit, real messages that encourage connection, the first building block of prevention.”
The Stats on Men's Life Outcomes in the UK:
- Suicide: Men are ~75% of suicides in the UK. It's the leading cause of death for men under 50. That's terrifying for those of us with sons.
- Men are 97% of the prison population, receive harsher sentences for the same crimes and are more likely to be incarcerated.
- Men are 84% of the homeless
- Prostate cancer kills more men than breast cancer kills women (but gets half the funding and a fraction of the attention)
- 1/3 of domestic violence victims are men, and access to shelters is far more limited compared to services for female victims
- Men die 5 years earlier and receive worse healthcare
- Men work on average 6 hours per week longer than women. 24 hours per month - or 2 months per year more.
- 99% of military deaths are men
- 96% of workplace deaths are men
- 99% of outdoor work is done by men
- Boys perform worse at every stage of education than girls
- Addiction: Men are far more likely to die from alcohol and drug misuse.
- Violent crime: Men are both the majority of perpetrators and victims. Men are far more likely to be murdered.
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Mental health: Men are less likely to be diagnosed or treated, and less likely to seek help.
If you wanted to send someone in your life one of these special biscuits, you can do so here.
