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Our vision is to see every community support every man.

Our Story

Formed in 2020, at the height of lockdown, a group of everyday men came together to change the face of men's health by raising funds and awareness for the pioneering global fundraising and awareness initiative : Movember.

We were broken by the statistics around men's mental health and wanted to join the fight against men dying too young due to suicide. The data shows a stark reality that suicide is the leading cause of male death under the age of 50 in England and Wales. Many societal, economic and political factors are to blame, but we began to realise that there was more that we could do in our own settings.


75% of deaths by suicide,

in the UK, are men


40% of men have never spoken to anyone about their mental health


Men are less likely to access psychological therapies than women: only 36% of referrals to NHS talking therapies are for men

Higher rates of suicide are also found in minority communities, including gay men, war veterans, men from BAME backgrounds, and those with low incomes. 



In our conversations. In our workplaces. In our lives. This is where InCourage was born.

  • The mental health of men has a stigma and shame. 

  • Men cannot easily find the right support for their emotional and mental health needs.

  • Services provided for men can be ad hoc and compartmentalised.

  • Mental Health and Physical Health go hand in hand.

Men are part of sports teams, gyms, social groups, office environments, education faculties, gaming clubs, pub trips and weekends away.

These groups are fundamental in our day to day lives. They see us laugh, cry, win, lose, fight, flight, live and yet are not always safe spaces to talk about how we are feeling.

Research suggests men will get the help that meets their preferences and is easy to access, meaningful and engaging.


Wouldn't it be amazing if our own communities supported us from within?

A community led approach to men's wellbeing. 

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By raising awareness and participating in fundraising activities we attracted more men who wanted to help. Within two years we had raised more than £60,000. 

A group of twenty became fourty.

Soon we realised that we were all involved in a variety of communities where men gathered and that there were some common themes amongst them.


  Local Responses to  

  Local Needs  

We are Crowdfunding

Could you support us to reach more communities that want to be part of this movement?

Our Values - BROS


To try new things

 To ask for help

To pioneer


To listen well

To acknowledge differences

To be inclusive


To speak up

To show empathy

To be transparent


To belong

To be trustworthy

To stand alongside

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We are a growing group of men from a wide range of communities and experiences.

We have football players, gamers, dads, students. Those that work in construction, real estate, media, government and research. Those who have been unemployed, in debt, depressed and anxious.

We have experience of mental health, the institutions that have helped and those that haven't. 

We have experience of communities that we feel safe in and those that we don't.

We are all committed to supporting men's wellbeing locally.

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  • Twitter
  • Instagram

InCourage is being shaped by many men and directed by Jacob Adams. 

Having spent the last 7 years working in public health, asset based community development, mental health, and charities tackling health inequalities in London, Jacob is helping to pioneer our work with energy and experience.  

Jacob lives in london with his wife, runs a community sports club and is incredibly passionate about supporting men, their communities and creating a more caring, community led society.

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