Norwich City Football Club's beautifully pitched idea for World Mental Health Day gets you right in the feels

The one you sit next to at the football.

You see them every fortnight. You hug them. High five them. Maybe even let them wipe away your tears. Sometimes you don’t even know their name. But you know them.

Norwich’s campaign with the Samaritans for World Mental Health Day this week beautifully captures that weird relationship every football fan has with the stranger next to them.

I’m not going to spoil what happens next but the way the video pans out is as equally well observed.

Forget John Lewis-advert-style-explicitly-playing-with-your-feelings, this charms you and then…

Not only a nice piece of video, it’s backed-up with real action from the club, from sponsors gifting shirt real estate to the Samaritans for the men’s and women’s next games to online advice and a call from other clubs to join in.

So, to paraphrase the words of its most famous fan, “Other clubs, let’s be having you, when it comes to mental health, we all need a twelfth man.”