Gloucester Rugby are to slash ticket prices for their next home game against Sale Sharks to raise awareness of mental health and to promote kindness through the #bekind campaign.
It comes after star player Danny Cipriani shared his grief in a series of tweets over the death of TV Presenter Caroline Flack.
The club are pledging to donate £5 from every ticket sold to the the Gloucester & District Samaritans.
Gloucester are also setting setting up a donation page so that anyone who wants to give more to the Samaritans can contribute.
Adults and concessions tickets will cost £35 seating anywhere and £25 standing for the game on Friday, February 28, while 18-25 year-olds can get tickets for £20 anywhere in the ground.