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.

CREDITS

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