At a time when the need for mental health support is more pressing than ever, First Bus and Suicide Prevention UK have joined forces in a groundbreaking partnership that aims to reach people at a crucial point in their journey — quite literally.
Launched in January 2024, the “There is someone…” campaign is more than just words on a poster. It represents a powerful collaboration between one of the UK’s largest bus operators and a frontline suicide prevention charity that works tirelessly to save lives. Together, they’re making the message clear: you are not alone, and help is never far away.
Why Buses Matter in Suicide Prevention
You might wonder why a transport company is getting involved in suicide prevention — but the link is more significant than many realise.
According to data gathered by Suicide Prevention UK, approximately 6% of individuals who have attempted to take their own lives used public transport to reach the location. The reasons are complex: buses offer low-cost travel, a sense of anonymity, and often serve isolated or high-risk areas. In many cases, vulnerable people board buses in moments of deep crisis.
With thousands of passengers travelling every day, buses become more than vehicles — they become spaces where people are silently crying out for help.
A Multi-Level Campaign for Impact
The partnership between First West of England and Suicide Prevention UK takes a multi-pronged approach. It’s not just about awareness — it’s about training, support, and real-time intervention.
1. Suicide Awareness on the Move
Over 500 buses in the region now carry clear and compassionate messages about mental health support, reaching up to 1.5 million passengers every week. These messages provide not only hope but also direct people to life-saving resources — reminding them that someone is always there to listen.
2. Training Frontline Staff
Bus drivers are often the first — and sometimes only — point of contact for someone in distress. That’s why First Bus is strengthening its driver training programme to help staff identify signs of emotional distress, understand risk areas on their routes, and respond appropriately and safely.
3. Empowering Suicide Prevention UK Volunteers
One of the most impactful parts of this partnership is free travel for Suicide Prevention UK volunteers. These dedicated patrol volunteers give their time to walk routes where people are at risk, offering a listening ear and helping to de-escalate crises. The ability to travel freely across the network not only enhances the charity’s reach but ensures that no call for help goes unanswered due to transport limitations.
A Wider Commitment to Mental Health
The partnership is part of First Bus’s broader dedication to mental well-being — both for its staff and the communities it serves.
In 2025, First Bus also rolled out Money First Aid training for 300 key team members, recognising that financial struggles are one of the leading stressors contributing to poor mental health and suicidal thoughts. By equipping staff to have supportive conversations about money and access relevant services, they’re helping tackle root causes — not just symptoms.
Additionally, FirstGroup, the parent company of First Bus, dedicated part of its 2024 Christmas campaign to partnering with charities addressing loneliness, financial hardship, and suicide prevention across the UK.
Shared Values, Shared Vision
This collaboration is not just about signage and slogans — it’s a shared vision. Both First Bus and Suicide Prevention UK believe in creating a culture of care, where it’s okay to not be okay, and where reaching out is seen as a strength.
Michael Everett, Founder of Suicide Prevention UK, said:
“Partnerships like this help us reach more people at critical moments. We know that a small intervention — a poster, a conversation, a smile from a driver — can plant a seed of hope. That’s what saves lives.”
What’s Next?
The hope is that this initiative can serve as a model for bus companies across the UK. By embedding compassion into public transport, organisations like First Bus are proving that everyday places can become life-saving spaces.
If you’re struggling or know someone who is, support is available. Suicide Prevention UK can be reached through their website at www.spuk.org.uk, or by contacting the National Suicide Prevention Helpline UK on 0800 587 0880.
Because there is someone — and they care.