They made the announcement on World Mental Health Day yesterday, that they were taking aim at the increasing numbers of men in the UK dying from suicide, especially those who are not comfortable talking to someone about their issues. The hope is that by making a text service available across the UK that it will help men, and everyone else, who may find themselves more comfortable writing about their issues instead of trying to voice them in a conversation. The service aims to keep the texter safe, and guide them to help.
The text line is run by the Kaleidoscope Plus Group, you can read more about the goals and the announcement on the BBC website, but most importantly:
The charity began the service via Twitter, Facebook and Instagram at 07:00 BST, with people in need able to text TeamKPG to 85258 and get help.