This weekend's FA Cup third round ties are all kicking off one minute late for a special reason.
You may have noticed the slightly odd sight of a raft of 12.31pm, 3.01pm and 5.31pm kick-offs in the world's oldest cup competition on Saturday, as well as the likes of Liverpool vs Everton at 4.01pm on Sunday and Arsenal vs Leeds at 7.56pm on Monday night.
The reason for that is the FA's 'Heads Up' campaign, which is encouraging football fans to simply take a minute to think about their mental health.
The campaign has been fronted by Prince William, and the idea is that football supporters will be encouraged to think about things that are often repressed due to various factors.
"While delaying kick-off times by 60 seconds is a simple idea, it provides a powerful platform for us and our Heads Up charity partners to deliver a really important message on mental health," said FA chief executive Mark Bullingham last month .
"We know that men, in particular, can be reluctant to talk about the subject, so it is important that we use football as a vehicle to stress the importance of mental fitness."
Chair of 'Heads Up' campaign Godric Smith added : “It is fitting that the first big Heads Up campaign moment should be linked to the Emirates FA Cup third round - a signature moment in any football season.
“The Emirates FA Cup is a competition for everyone - for clubs big and small - and we want to use its power to help show that we all have mental health and that we can all take a minute to focus on how we can start to improve it.”
For more information on the 'Heads Up' campaign head to the FA website
