Stone charity launches 10,000 beer mats to help men tackle mental health struggles

A mental health support group in Staffordshire has rolled out 10,000 beer mats across pubs and community venues to reach men dealing with psychological difficulties. Man Time, operating from Stone, is spearheading the initiative with the mats displaying information about the organisation and directing people to additional resources for help.

The group is led by paramedic Ian Goodship, whose own experience with post-traumatic stress disorder prompted him to establish the support network. His father Pete and friend Allan Hall, both of whom have battled PTSD and depression respectively, are also active participants in the organisation. According to local reporting on the campaign, the initiative is called "Flip the Mat" and represents an expansion of the group's outreach efforts.

Goodship described his own journey with mental illness and the turning point that led him to create Man Time.

I was a rufty-tufty paramedic... I was the one sorting people's problems out and all of a sudden, it went 'crash'.

He explained that recovery required intensive therapeutic intervention.

I was carrying on. I ended up with very intense therapy to get me back to where I am now.

Those around him recognised the severity of his condition during what he characterises as a difficult period.

Pete Goodship witnessed the dramatic impact of his son's mental health crisis firsthand. He recalled that Ian became unrecognisable during his struggle, describing him as

not his son

and noting that he appeared

stressed, angry, disorientated [and] wasn't functioning

. Pete added:

He was a mess. A big, big mess.

Involvement with Man Time, however, produced what Pete characterises as a

massive change

in his son's wellbeing.

Pete's own background in mental health challenges informed his understanding of his son's predicament. Having spent 42 years in the ambulance service, he had experienced PTSD at various points during his career.

I had breakdowns and all sorts. I needed help as well,

he said. He acknowledged that while he recognised his son's distress immediately, he was unable to provide guidance because he himself was struggling and uncertain about how to proceed.

I kept things to myself and did not want to show weakness,

he explained, but participating in Man Time has benefited both him and other families connected to the group.

How does the beer mat campaign work?

The concept emerged from recognising that pubs function as community gathering spaces where messaging can reach a broad audience. Goodship envisioned placing the mats on every table in licensed venues throughout Stone so that individuals encountering them might access the support they require. According to details of the Flip the Mat campaign, each mat features two sides: one carries the campaign message encouraging conversation about mental health, while the reverse includes a QR code linking directly to the Man Time website and associated support services.

The distribution strategy extends beyond pubs to encompass community venues, broadening the campaign's reach across Stone and neighbouring areas.

The thought was you put them on every table in the pub and one person picks them up and gets the help they want, that's it. That's what we want,

Goodship said.

Who else is involved in the group?

Allan Hall, a former nurse, joined Man Time approximately one month before the beer mat campaign launch. He had been struggling with depression and anxiety when he discovered the local group.

I saw the local group, Man Time and thought I'd give it a go... and I felt good for doing it,

he said. Hall found the atmosphere welcoming and identified individuals with whom he could have meaningful conversations about his experiences.

How can people access Man Time's support?

According to Man Time's website, the organisation describes itself as "A safe space for men to Share, Learn, and Grow Together." The group operates regular weekly meetings at The Poste of Stone every Monday from 7pm to 8.30pm, with the exception of bank holidays. Attendance requires no advance booking or registration—individuals can simply arrive at the venue. Beyond in-person gatherings, Man Time provides support through a Facebook community page, a 24/7 Messenger group for immediate assistance, and one-to-one telephone calls for those preferring private conversations.

The beer mat campaign represents part of a broader trend in using such materials for mental health awareness. Similar initiatives have been deployed elsewhere, including a recent campaign in Hereford that similarly employed QR codes and local support information to direct people toward help.

What happens next?

The distribution of the 10,000 beer mats continues across pubs, clubs and community venues in Stone and the surrounding area as part of the ongoing Flip the Mat campaign. Man Time's regular Monday meetings at The Poste of Stone remain the primary opportunity for men in the locality to connect with the group and access peer support.