The new service was launched on World Suicide Prevention day on 10 September. It’s a 24/7 mental health textline for anyone struggling to cope – whether they are dealing with anxiety and loneliness, to issues around self-harm and suicidal thoughts.

Supporters visiting the St. James’ Park stadium can expect to be handed pocket-size business cards from the Foundation detailing signposts to the free offer of support. By texting ‘BAGC’ to 85258 at any day at any time, textline users will be put in contact with a trained volunteer or clinical supervisor. Texts are completely free, anonymous and do not appear on phone bills.