The Public Health Agency of Northern Ireland asked us to help them develop a public information campaign to encourage young men to do more to look after their mental health.
Young men are often unwilling to seek help for mental health problems. They find it hard to talk about a problem or they fear the stigma associated with it. And there’s a hegemonic view that being a man means not needing help.
We used this insight to engage with our audience and encourage them to take the first step and talk about their problems rather than covering them up.
At the end of the campaign 82% of the target audience were aware of the campaign. Of those 58% were encouraged to do something positive in relation to their mental health. These results help it win a Mind Mental Health Award for the best awareness raising campaign across the UK in 2009.
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