During the World Cup, television in the United States was frequently interrupted by advertisements for antidepressants. These ads often showed happy, contented people doing everyday activities like playing with frisbees or browsing antiques markets. A warm, soothing voice would then talk about the difficulties of life and suggest that a long-term treatment like Smileothorium might help. These kinds of advertisements are part of a £6 billion industry, and more than 50 million Americans are living with depression. In the UK, the Premier League is supporting the "Together Against Suicide" campaign from September 4 to 14, with backing from footballer Harry Kane and Prince William. The league is sharing messages of support on its social media platform, X. The campaign focuses on men, especially those in their middle years, who are at a higher risk of suicide than any other age group. Middle-aged men often experience depression and anxiety, but these feelings can go unnoticed or unaddressed. The author of the article is a middle-aged man with two adult sons. He reflects on the pressures of being a man, including the feeling of becoming obsolete and the need to feel valuable. He suggests that small actions, like going outside or talking to others, can help. He also emphasizes that feeling bad does not equate to being a more authentic version of oneself. The author highlights the importance of expressing emotions and discussing mental health, noting that Prince William is correct in saying that talking about such issues is not a sign of weakness. He argues that men need to move away from outdated ideas of masculinity, like stoicism, and learn healthier ways to cope with life's challenges. He also points out that while the message "Suicide is NOT inevitable!" is encouraging, it can sometimes feel oversimplified, like discussing something trivial like dandruff. The article also discusses how sports can be a source of connection and warmth. For example, England's cricket captain Ben Stokes spoke openly about his depression while still performing at the top of his game. This was seen as a powerful message that it is possible to feel depressed and still be functional, even heroic. The article concludes by providing contact details for several suicide and crisis support services, including the Samaritans in the UK and Ireland, the 988 Suicide & Crisis Lifeline in the US, and Lifeline in Australia.