Creative agency Cummins&Partners has teamed up with the Movember Foundation to globally release a series of online videos to raise awareness of men’s mental health in the lead up to World Suicide Prevention Day (which was on Sunday 10 September).
Disguised as ‘how-to’ videos – where a man takes the viewer through simple tasks such as ‘Make a soda can fishing rod’ and ‘Never run out of a gas again with this simple trick’ – each video demonstrates the importance of taking the initiative to ask men how they are doing, and not just assuming everything is okay.
While the video subtitles appear to mirror the men’s actions, when the viewer is prompted to un-mute, they’ll hear a completely different story that shows the hidden message about men who are beginning to show signs they are struggling.
Research has shown that whilst 70 per cent of men say they are ‘there for their friends’ when they need support, only 48 per cent are prepared to go to someone when they’re struggling themselves – bringing to life the need for those around men to take themselves off ‘mute’ and start the conversation.
Cummins&Partners creative director Doogie Chapman said men’s mental health is an important topic worthy of everyone’s best efforts.
“We are constantly looking for ways to inspire these much-needed conversations amongst men, and the response to-date has been extremely gratifying and generous,” he said.
Since it’s release, the campaign has been shared across global publications, media and blogs including The Huffington Post, Mashable, Triple M, Nova and The Daily Mail, with a steady stream of social support.
The Movember Foundation’s suicide prevention campaign is a key strategic component of its goal to reduce the rate of male suicides by 25 per cent, and ultimately, the number of men dying prematurely by 25 per cent, by 2030.
Client: Movember Foundation
Production company: Revolver/Will O’Rourke
Director: Paul Bruty (The Glue Society)
Managing director/ executive producer: Michael Ritchie
Executive producer/ head of project: Josh Mullens
Producers: Jasmin Helliar and Isabella Vitelli
Director of photography: Jason White
Post-production: The Glue Society
Editor: Luke Crethar (The Glue Society)
Colourist/online editor: Scott Stirling
Sound house: Otis Studios
Agency: Cummins&Partners Melbourne
Creative director: Doogie Chapman
Senior art director: Connor Beaver
Copywriter: Adam Slater
Head of broadcast: Chris Moore
Strategy director, connection: John Corpuz
Senior integration manager: Lauren Peat
Digital strategist: Zac Martin
Digital planning manager: Georgia Pedersen
Integration manager: Rachel Linacre