SDG3 target 3.4: By 2030, reduce by one third premature mortality from non-communicable diseases through prevention and treatment and promote mental health and well-being.
digital out-of-home impressions
million print impressions
A dozen men take their own lives each day in the UK. In general suicide is the biggest killer of men under 45 and males account for most suicides worldwide. One reason for a rise in male mental health issues is having to live up to an oppressive gender stereotype, which is now reinforced through social media. The pressures on men to have to hide their vulnerabilities and to behave a certain way are huge. Compounding the problem is a reluctance to open a debate about the issues involved.
For International Men’s Day, held on November 19th each year, we teamed up with charity CALM to develop a powerful, digital creative campaign. The initiative asked people to take a closer look at images of stereotypical masculinity and to consider the pressure they are putting on anxious individuals.
We know social media, with its focus on presenting one’s ‘best self’, can affect self-esteem and increase depression. To reverse this dynamic, the campaign used social media to allow a glimpse of the real man behind the picture, making the platforms into a positive point of intervention.
The #ChangeThePicture Instagram campaign focused on changing the perception of male mental health. It featured an Instagram gallery of 12 men who shared photos of themselves on social media looking like the picture of masculinity - but privately struggling with severe mental health issues. Viewers were invited to take a closer look at the man behind the picture.
The #ChangeThePicture campaign had both reach and cut-through with 7 million print impressions, and 250,000 digital Out-of-Home impressions along with a click-through rate for the Instagram imagery of up to 5.1%.
The campaign strategy resulted in almost £400,000 in saved ad spend￼ for the charity and the concept of #ChangeThePicture is so strong a second iteration is in development.
More importantly, it helped to start freeing men from unattainable ideals of masculinity and led to men sharing their stories online in a way they would not have done previously.
Check out more inspiring examples of our work on SDG3.
Launch of Mastercard Day
Developing a new growth engine to counteract the effects of the global COVID-19 crisis and leveraging the Mastercard brand in Israel to new heights.
1st for Women: 16 Days of Light
Diversity and inclusion
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.