Awareness around male mental health is higher than ever, but suicide remains the biggest killer of UK males under 50. To make a difference, we needed to increase awareness of Samaritans. More crucially, we needed to encourage help-seeking behaviour, among those in need, before it’s too late.
We hijacked the one thing men talk about emotionally: sport. Partnering with talkSPORT, we trained presenters and pundits on how to discuss the difficult and sensitive topic of suicide in a positive and helpful way, and got men to Talk to talkSPORT. We had admired, but relatable sporting greats tell hope-filled recovery stories, facilitating and normalising mental health conversation among men, and directed sufferers to support content, prompting action.
We really struck a chord. Helpline calls experienced an 11% rise in unique callers during launch week, web traffic went up 34% YOY with page views and session duration increasing by 20% and 21% respectively. Not to mention this campaign won the 2020 Campaign Media Awards Grand Prix!