Gotcha4Life. Boys do cry.
Every day in Australia an average of seven men take their own life, making male suicide Australia’s #1 public health problem for men. At the heart of the problem is a narrative, handed down by generation after generation, which says that real men DON’T ask for help when they’re struggling, that they DON’T talk about their feelings, that Boys DON’T Cry.
We set out to help free men from this dangerous idea by turning the damaging traditional male DON’Ts into mentally healthy DO’s.
The Launch film
The music video launched on social channels. PR outreach scored coverage in the Sun Herald, Daily Telegraph, LadBible and Mamamia, and airtime on ABC Radio National, Triple J’s Hack, Listnr, The Morning Show and ABC News Breakfast.
The campaign sent a message and saved lives.
Within the first three months of the campaign, over 41,000 people visited the
Boys Do Cry website, 89% (36,861) of which went on to get further help through referral links to Beyond Blue and Lifeline. That’s a potential 36,861 lives saved.
+140M People Reached
+$2.7M Earned Media
+52,000 social engagements
+51% of men exposed, increased their intentions to seek help
(University of Melbourne, 2022). A monumental uplift amongst a
culturally conditioned core, more than double our benchmark and 5x
that of previous campaigns.
Read more about Boys Do Cry
An Evaluation of the Boys Do Cry Suicide Prevention Media Campaign.
— National Library of Medicine of the United States of America
Boys do cry campaign leads to thousands of referrals to mental health services.
— Faculty of Medicine of The University of Melbourne