How do you get help for the people who are convinced they don’t need it? Create a campaign in their language: edgy, provocative, and sometimes profane.

National Center for Health Statistics (NCHS) Data Brief suggests that men’s resistance to therapy is literally killing them. Men have 4 times the rate of suicide as women according to the NCHS data. Meanwhile, the Centers for Disease Control and Prevention’s National Health Interview Survey reports that only 1 in 4 men who feel anxious or depressed have talked to a mental health professional.

This initiative, aimed at encouraging men to seek therapy, featured bold messaging and influential voices to break down stigmas. My partner, Elyse Manosh, and I collaborated closely to bring this project to life, ensuring that the digital experience was engaging and supportive. This effort was part of a broader strategy to promote mental wellness and highlight therapy as a strength.

  • The campaign was a finalist in the “Patient Support and Engagement” category at the 2024 DTC National Awards.

  • Influencers from all over the world applied to partner with the campaign, many of whom are licensed mental health professionals.

  • The National Alliance on Mental Illness (NAMI), the Insight Timer app, and the Veteran’s Crisis Line expressed their support for the campaign and its message.

  • Notable pickups included Fierce Pharma, Med Ad News, Pharm Exec, AP News, Yahoo!, Med Page Today, and Capital Region Living Magazine.

Social Media
Campaign Roll out ideas
Back To Top