Prince William is continuing to use his platform for greater mental health awareness through a new partnership between England’s Football Association and his charity, Heads Together.

The Duke of Cambridge announced the partnership Tuesday in a post on the Kensington Palace Instagram account.

The collaboration will kick off (literally) at the upcoming Community Shield match between Liverpool and Manchester City on Sunday, starting a year-long campaign to bring mental health awareness to a larger swath of the public.

“We will use our national game to spread the message that mental health isn’t a sad, difficult topic,” Prince William says in the video clip. “It is just part of everyday life.”

The new campaign is called “Heads Up” and “will harness the influence and popularity of football to help show the nation that we all have mental health, and it is just as important as physical health,” the palace said in the caption of the Instagram post. It added that the effort “will strive to raise awareness, spark conversation and signpost support for those in need.”