Gears of War pledges 1% of net suicide prevention revenue

Content Warning: Suicide. Self-injury.

Rising suicide rates and mental illness have led to one of our most serious current public health crises – it is said that even before the COVID-19 pandemic, we were faced with ‘an epidemic of loneliness’. Gears of War is always about belonging, which is why our message and promise on the eve of World Suicide Prevention Day is simple: Never Fight Alone.

Today, we are proud to announce that The Coalition will donate 1% of net proceeds from all Gears of War games and merchandise to organizations working to prevent suicide and combat loneliness through advocacy in mental health. healthcare. This is a multi-year commitment that our studio makes to give back to our community and create a real impact. We are proud to announce Crisis Text Line as our first partner. As we continue to grow and develop this program, we hope to partner with more organizations around the world.

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Crisis Text Line provides free, 24/7, quality text-based mental health support and crisis intervention in the US, UK, Canada and Ireland by empowering a community of trained volunteers to support people in their moments of need. In the US, support is available in both English and Spanish. Text ‘PAUSE’ to 741741 or WhatsApp on (443)-SUPPORT to reach volunteer Crisis Counselors available 24/7 to help you or a friend through a mental health crisis.

“In 2021, we had 1.3 million conversations with texters who needed help with problems such as anxiety, depression and suicide. We are honored to partner with The Coalition & the Gears of War franchise to increase access to mental health support and suicide prevention services. Such partnerships are so critical to addressing America’s mental health crisis and achieving our vision for an empathetic world where no one feels alone,” said Dena Trujillo, CEO of Crisis Text Line.

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Worldwide, the suicide rate is alarmingly high. In the US, suicide rates and feelings of sadness and hopelessness are on the rise, especially among young people. Suicide is a leading cause of death that is completely preventable.

Themes of loss, grief, trauma and even suicide have had an important place in our games. We build connection when we work through difficult things together, and the beating heart of Gears of War has always been connected with connection. Our Never Fight Alone initiative allows us to not only talk about what it means to be there for each other, but to turn our words into daily actions.

Fans who want to share their support for the Never Fight Alone program can do so in a few ways:

  • First and foremost, we encourage everyone to take a moment today to visit friends and family. A small gesture like a text, DM, Xbox message, or even a phone call is a big step in letting someone know you care.
  • Save “SMS PAUSE to 741741” on your phone so you have it as a contact when you need it.
  • Join the conversation about suicide prevention, offer messages of support and share Crisis Text Line with people who may be struggling on our @GearsofWar Twitter Channel or follow along with #NeverFightAlone.
  • Show your support with the 2022 Never Fight Alone Benefit T-Shirt from the Xbox Gear Store or Game Planet for people in Mexico. Designed by our good friend, Luke Preece, all proceeds from the purchase of this special edition t-shirt will go directly to Crisis Text Line.
  • Microsoft Rewards members in the United States can earn and donate points to Crisis Text Line this weekend by playing a Gears of War game. Download the Microsoft Rewards app on Xbox to earn points and donate today.

For more information about Never Fight Alone and our donation, visit

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