We’re delighted to announce our second Ambassador, Phil Greenaway, building on the momentum of January’s announcement of our founding Ambassador, Francis Duku.
The appointment continues our drive to support men’s mental health. Our team supports up to 500 clients each week, but only 20% of those are men.
Founder Sue Doughty said,
Phil brings a perspective we haven’t had before – a deep understanding of how sport and performance shape a man’s sense of identity, and what happens when that identity is challenged or taken away. He has spent his career helping young men navigate exactly the pressures that so often stop men asking for help. Having Phil alongside Francis strengthens our ability to reach men at every stage of life, from the pitch to the boardroom to the family home.
Phil is a former high-level rugby player who went on to spend 12 years as Director of Sport at Dulwich College, building teams and leading young people through the pressures of competitive sport. The role gave him a close-up understanding of how sport shapes identity and male mental health – from the performance pressure young men face and the expectations of masculinity in changing rooms and team environments, to the importance of male role models and the psychological safety that allows people to be vulnerable while still striving to excel.
Having since moved from a long-held leadership role into consultancy, Phil also brings first-hand experience of navigating major life transitions and redefining success beyond a single identity.
On becoming an Ambassador, Phil said,
For so long, my own sense of self was tied up in sport and in a job title and when I stepped away from both, I had to work hard to understand who I was without them. That experience taught me how many men, especially young men, quietly attach their worth to performance, whether that’s on the pitch, at work, or in how they think they’re supposed to show up as a man. I want to use what I’ve learned, in rugby, in schools, and in my own life, to help other men know it’s okay to ask for help before they reach crisis point. I’m honoured to join Francis and the team at Westmeria in that mission.
We’ve been providing accessible and affordable counselling for over 20 years, regardless of individual financial situations.
Phil’s appointment comes as the first Government Health Strategy for England around men’s and boys’ health launched in November, addressing the mental and physical challenges they face. Informed by the voices of experts including men’s groups, charities, men’s health ambassadors, campaigners and partners, the strategy supports men by expanding access to support services, helping them take better care of themselves, and challenging stigma so every man feels empowered to reach out for help.
The strategy aims to improve the physical and mental health of men and boys and reduce inequalities in death rates, with a £3.6m investment in suicide prevention projects and a partnership with the Premier League to tackle stigma around mental health.