A nationwide campaign from The Hallway challenging gendered stereotypes has launched, with a transformed version of The Cure’s classic Boys Don’t Cry now as BOYS DO CRY.
Released as both a music video – produced by Good Oil and directed by Tom Campbell – and a single, “oys Do Cry” is created by The Hallway in partnership with The University of Melbourne’s Centre for Mental Health, Gotcha4Life, and Heiress Films, alongside support from industry charity, UnLtd and IPG Mediabrands agency, Initiative.
The music video features a choir of 30 men from diverse communities singing the reimagined song.
Among them include recording artist and MC, Dallas Woods, a Noongar man from the East Kimberley, and actor Eddie Baroo (The Dry, Mr Inbetween, Mystery Road).
The transformation of the song encourages men to tackle traditional masculine stereotypes, and reinforce the idea that opening up and connecting can be difference between living and dying.
The campaign comes from the reality that in Australia seven men take their own lives each day.
Suicide kills three times more Australian men than road accidents and is the leading cause of death for Australians aged 15-49.
A research program was run by a team from the University of Melbourne’s Centre for Mental Health led by Professor Jane Pirkis and Dr Angela Nicholas with a control group of men looking at whether it influences men’s likelihood of reaching out in tough times.
“We know that 75% of all suicides are by males, and that one of the things that may be influencing this is the pressure society places on boys and men to be self-reliant and solve problems by themselves,” said Professor Pirkis.
“Our work is challenging some of these traditional masculine norms and looking at whether this may help to bring down the male suicide rate.”
A banner reading, “When the going gets tough, get talking,” will feature alongside the video.
Executive creative director and partner at The Hallway, Simon Lee, said: “Going and telling my GP that I was suffering from anxiety was more nerve-racking than any pitch presentation I have ever had to make.
“But admitting my vulnerability and reaching out for help is one of the best things I have ever done. My hope is that this campaign will help give other people the strength to do the same.
“This has been three years in the making and I want to thank everyone who has willingly given their counsel, time, resources and funding to make it a reality.”
Chief operating officer at UnLtd, Rachel Troy, added: “We are really delighted at how this project has come together.
“It’s a really good example of what we do best at UnLtd, which is to bring our industry partners together to rally around a common cause.
“This issue affects us all and it’s one that requires attention and focus like this so that we are working towards a more mentally healthy supportive society.”
CEO of initiative, Melissa Fein, also added: “I’m so proud of the Initiative team for leaning in to work hand-in-hand with our valued media partners to back this campaign.
“The stats clearly show why this cause is so important and the incredible support we’ve already garnered from the industry to build awareness for this campaign is invaluable.”
The release includes a comprehensive campaign of videos, posters, outdoor advertising, radio ads and a campaign website, developed by The Hallway and is out today.
Credits:
Creative Agency: The Hallway
Executive Creative Director: Simon Lee
Creative Director: Aldo Ferretto
Copywriters: Simon Lee, Tim Wood
Art Director: Aldo Ferretto
Producer: Carolyn Starkey
CEO: Jules Hall
Account Director: Chris Murphy
Head of Strategy: Tim Mottau
Comms Strategist: Mat Rawnsley
Special thanks to Hannah Sturrock
Media agency: Initiative
Sound Production: Uncanny Valley
Music Supervision: Charlton Hill
Music Producer: Justin Shave
Audio Post: Matt Perrott
Film Production: Good Oil
Director: Tom Campbell
Producer: Catherine Warner
Executive Producer: Sam Long
Musical Director/Arranger: Cameron Bruce
Director of Photography: Sam Chiplin
Editor: Phoebe Taylor @ Arc Edit
Colourist: Olivier Fontenay
Online: Arc Edit
Gotcha 4 Life
Founder/Director: Gus Worland
Head of Program Delivery: Vicky Worland
General Manager: Simon Hamilton
Head of Marketing & Communications: Savannah Fielder
Heiress Films
Executive Producer: Jennifer Cummins
Impact Producer: Jackie Turnure
Publicist: Hannah Watkins
Website Designer/Developer: Elle Williams
Impact Coordinator: Harrison Lochtenberg
Social Media Coordinator: Abbey Cummins
Casting: Kirsty de Vallance, A Cast of Thousands
Production Accountant: Bronwyn Speziale
Legals: Stephen Boyle
UnLtd
CEO: Chris Freel
Chief Operating Officer: Rachel Troy
Head of Industry Partnerships: Saarika Shah
