• NSPCC

    #ToughToTalk

Problem

Suicide in young men is on the rise, yet no one is talking about it.

Insight

Macho culture is isolating, discouraging boys to discuss mental health.

Results

8m+

Total views

Shared by Wayne Rooney, JK Rowling and Years & Years

2.63%

Engagement rate

Solution

We subverted a popular online format to create a campaign that flouted predictability and successfully reached out to young men, showing them that they’re not alone in how they’re feeling.

More Work