Childline - We All Feel It

Client: NSPCC

Boys don’t cry. Man up, bruv! Don’t be a such a girl…

With prevailing attitudes like these, it’s no surprise boys don’t seek help with mental health issues and 3 out of 4 suicides in the UK are among the male population. Men of colour are disproportionately affected. Beyond raising awareness, few campaigns have successfully cut through to build a real connection with those suffering. But this is one of them. Working with sports platform, Versus, and two major footballers who bravely shared their stories, we created a targeted, game-changing campaign that smashed the stigma surrounding mental health and encouraged over 30% more boys to reach out to Childline for help. Here’s how…