“On average, 84 men take their own lives in the UK every week.”

The song is about how (British) society ignores or chooses to ignore male suicides, perhaps due to social stigma and a taboo to discuss suicidal thoughts by men specifically.

Research has shown there to be more men who commit suicide than women, though research suggests that more women experience suicidal thoughts.

Sam Fender said the following in an interview with NME:

It’s a song about male suicide, particularly in my hometown, I lost some friends very close to me because of that. This song came from that place, and I have been playing it to other people ever since. It’s raised a conversation and I realised how much of a present issue it is. Everybody that I spoke to from all different parts of the country have all got a connection to someone they’ve lost.

“It really opened my eyes to how much of an issue it is. If it gets to one person and they feel like they should reach out and talk to somebody, then it has done a good job.”

Sam also discusses the song and its suicidal backstory at length with LADbible: