Samaritans’ campaign by Mother is a simple yet powerful idea highlighting the mental-health crisis among men. The ads get personal with messages from real men, written in their own handwriting, who have experienced depression and suicide attempts.
Along with out-of-home activity, the charity is expanding its efforts with a digital campaign that helpfully identifies behavioural signs of vulnerability and more than 50 events around the country. Ex-professional sportsmen Nigel Owens, Chris Kirkland and George Groves will all share their stories.
Suicide remains the bigger killer of men under 45 in the UK. We need more genuine work such as this to erase any stigma and remind those who are struggling that they are not alone.
Client Paul McDonald, executive director of external affairs
Agency Mother London