The campaign is built on small, true moments - a text that landed, a mate who turned up, a question that finally got asked. Here are a few.
My oldest mate had been quiet for months. I kept getting 'all good' so I stopped pushing. One night I asked again - properly - and he just started talking. Two years of stuff I'd never have known. We speak every Sunday now.
When my dad died, half the lads sent the 'here if you need anything' text. One mate just turned up. Didn't say much, made the tea, watched the football with me. That's the one I'll remember forever.
We started a Sunday phone call after I noticed Jay had gone off the group chat. No agenda, no big talk - just an hour while one of us cooks. It sounds boring. It's the thing keeping both of us honest.
I'm not the deep-and-meaningful type. I sent the questions in our team WhatsApp as a laugh, then actually used one in the pub. Three lads opened up that night. Nobody made it weird. It just became normal.
