David Riddell Memorial CIO & Race to Save Lives

We’re delighted to announce that David Riddell Memorial CIO is partnering with Race to Save Lives to launch their new 'Stop the Loss' campaign — an initiative with the aim of preventing suicide through open conversation and early intervention.

What is Race to Save Lives?

Race to Save Lives is a powerful mental health campaign dedicated to tackling the stigma around suicide, particularly among young men, by bringing the message to where many men are already gathered: track-side at racing events.

In the UK, over 6,000 people take their lives every year — that’s one person every 120 minutes, and a staggering three-quarters of those are men.

Founded by Ian Gough, Race to Save Lives reaches thousands in person and via live TV broadcasts, especially through the British Touring Car Championship (BTCC), which boasts an 85% male audience — an ideal platform for sparking vital conversations.

How the Campaign Works

• Trackside Pop-up Barbers - At selected BTCC weekends — such as Thruxton, Oulton Park, Croft, Knockhill, and Donington Park — visitors can receive a free haircut from barbers trained by The Lions Barber Collective, who are also skilled in mental health awareness. These barbers provide a listening ear, helping start potentially life-saving conversations.

• High-Visibility Racing Presence - This season marks the campaign’s third year — and its first in the BTCC — with two cars participating in the Porsche Carrera Cup and Porsche Sprint Challenge, backed by Duckhams Yuasa Racing.

By joining forces, the David Riddell Memorial CIO and Race to Save Lives are racing to raise awareness of mental health and suicide prevention — the biggest killer of young men in the UK.

Our mission is to break the silence around men’s mental health by fostering genuine human connection in high-pressure, male-dominated environments where life-saving conversations can begin.