Salix Homes is helping men find mental health support through Salford Manbassadors

Every conversation has the power to change a life.

That’s the thinking behind Salford Manbassadors, a growing network of local businesses and organisations working together to support men’s mental health, reduce stigma and help people access the support they need.

The need for initiatives like Manbassadors has never been greater. According to the Office for National Statistics (ONS), there were 7,147 registered suicides in England and Wales in 2024, with three quarters (75%) of those deaths being men. Combined with the ongoing pressures of the rising cost of living, many men are facing challenges that can have a significant impact on their mental health and wellbeing.

Manbassadors is about creating a network of trusted local businesses where men feel comfortable seeking help or simply having a conversation. Whether it’s a barbers, café, pub, gym, sports club, community centre or workplace, these everyday spaces can play an important role in helping someone who may be struggling.

Kate Burns, Salix Homes Housing Manager and Salford Manbassadors Project Lead, said: “Too many men in our communities are suffering in silence, and the Manbassadors scheme is about breaking down barriers, starting conversations, and letting men know that it’s okay to ask for help.

“We’re proud to be bringing this important initiative to Salford, and we want to build a strong network of local businesses and organisations who will stand with us as Manbassadors. This could be anywhere men naturally gather – from barber shops, cafés and pubs to sports clubs, gyms, community centres or workplaces.

“By creating safe spaces in these everyday places, we can reach more men, offer support, and give them the confidence to speak out when they’re struggling. Together, we can make a real difference and support men to live happier, healthier lives.”

Gemma Parlby, Executive Director of Customer and Landlord Services at Salix Homes, said: “At Salix Homes, we know that supporting our communities goes beyond providing homes. Many men can find it difficult to talk about how they’re feeling or ask for help, which is why projects like Manbassadors are so important.

“By working alongside local businesses and organisations, we’re creating more opportunities for men to have conversations, access support and realise they don’t have to face life’s challenges alone. Every conversation can make a difference, and together we can build stronger, healthier communities where people feel able to reach out when they need help.”

Businesses that become Manbassadors don’t need to be mental health experts. Instead, they simply need to be willing to look out for the men in their community, start supportive conversations and help signpost people to the right support when they need it.

To help them do this, every Manbassador receives free mental health awareness training, promotional materials including posters, leaflets, window stickers and social media graphics, publicity through Salix Homes’ website and social media channels, and the opportunity to connect with other local businesses committed to improving men’s mental health.

The first official Manbassador in Salford was Salford Red Devils Foundation, who kick-started their support by offering a 16-week health and wellbeing programme for local men, focusing on positive mental wellbeing, physical fitness and healthy eating.

Find out what they had to say about being part of the Salford Manbassadors network:

Behind the scenes, Salix Homes’ Customer Support Team is helping ensure men can access the practical and emotional support they need by connecting them with local services and organisations.

Keman Allen, Customer Support Officer at Salix Homes, said:

“The Manbassadors project gives us the opportunity to have meaningful conversations with men who may otherwise struggle in silence. As Customer Support Officers, we often meet tenants who are facing challenges such as loneliness, poor mental health, financial pressures or significant life changes. By taking the time to listen, build trust and understand what matters to them, we can provide early support and connect them with the right services before problems escalate. Early intervention can make a real difference, helping people improve their wellbeing, maintain their tenancy and feel more connected to their community.”

The impact of the project is already being seen through the support Salix Homes is providing to men across the city.

One customer, who was experiencing social isolation and declining mental wellbeing following a significant life event, was supported by the Customer Support Team through a person-centred approach. By taking the time to build trust through regular conversations, the team gained an understanding of the challenges he was facing and connected him with local support services and community groups.

As a result, he became more engaged with support, reduced his isolation and said he felt more positive about managing day-to-day life.

The Customer Support Team has also helped men facing a wide range of challenges, including poor mental health, financial difficulties, hoarding, substance misuse, loneliness and bereavement, as well as supporting them to access health and wellbeing services.

By identifying concerns early, offering practical support and connecting people with the right organisations, the team aims to prevent issues from reaching crisis point and help customers live healthier, more independent lives while sustaining their tenancies.

If you’re a man who is finding things difficult, or you’re worried about someone you know, support is available. Find out more about the Manbassadors project, the support on offer, or how your business can get involved by visiting www.salixhomes.co.uk/manbassadors.