HCF, Australia’s largest not-for-profit health fund, has launched Men’s Mental Health in Focus, a powerful new video developed with content agency Heads & Tales and creative production studio Sherpa.
The series brings together musician Tim Rogers, former NRL player and author Joe Williams, and entrepreneur Matt Purcell for an open and honest conversation spanning anxiety, addiction, racism, suicide, and strategies to build resilience.
“At HCF, we know many Aussie men struggle to seek help, often influenced by societal expectations of toughness, masculinity and self-reliance,” said Lindsay Carter, HCF head of brand, content & partnerships.
“Our Men’s Mental Health in Focus series challenges these harmful stereotypes by showcasing real stories and practical strategies that can help break down the barriers preventing men from seeking the support they need.
“Whether it’s offering fast and easy access to digital tools or support services, we understand the importance of early intervention when it comes to mental health. We’re creating content that not only raises awareness but provides actionable steps for people to recognise the warning signs and take control before they reach crisis point,” Carter said.
The conversation cuts through common male stereotypes of “stoic” and “silent,” with the three men sharing their personal stories that highlight the power of vulnerability and connection.
“This isn’t about fixing anyone,” said psychotherapist Tony Johannsen, who facilitated the discussion. “It’s about listening, learning, and maybe seeing a bit of ourselves in their stories.”
Filmed in Melbourne at the iconic St Kilda Bowls Club, the campaign will headline HCF’s new digital men’s health hub and appear across YouTube, Meta and LinkedIn.
Heads & Tales head of content Jo Davy said the agency was proud to help bring the conversation to life: “We know the power of storytelling in breaking down some of the stigma that still exists around mental health. By sharing raw, lived experiences, content like this cuts through stigma, builds empathy and shows the role that brands like HCF can play in driving meaningful social change.”
Sherpa studio director Erin Oliver added: “We’re so grateful to Tim, Joe and Matt for their honesty and vulnerability. If their stories encourage even one person to seek support, then we’ll consider it a major success”.
