click through rate
In the UK, 12 men take their own lives each day, and suicide is the biggest killer of men under 45. Statistics link rising men’s mental health issues to an oppressive gender stereotype which is now reinforced through social media, forcing men to hide their vulnerabilities.
What if we could use digital to help men break free from the oppressive stereotypes compounded by social media?
The United Nations' Sustainable Development Goal 3, Good Health and Well-being, focuses on the major factors that influence the health of men worldwide which includes mental health as a priority. The overwhelming majority of suicides worldwide are by men, so how do we make the issues around mental health for men more accessible?
Dentsu Aegis Network agency 360i created a powerful creative campaign for International Men’s Day asking people to take a closer look at images of stereotypical masculinity.
The objective of the CALM (Campaign Against Living Miserably) campaign was to challenge the damaging and unattainable masculine stereotypes we see across social media and beyond. Social media, with its focus on presenting one’s ‘best self’ can affect self-esteem and increase depression, so by peeling back the filters and seeing the real man behind the picture, social media can be made into a positive point of intervention.
The #ChangeThePicture campaign focused on changing the picture of male mental health, featuring 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. And 360i invited people to take a closer look at the man behind the picture.
360i's collaboration to #ChangeThePicture resulted in almost £400,000 in saved ad spend, 7 million print impressions, and 250,000 Digital Out-of-Home impressions, a click through rate of up to 5.1%, and even garnering MP support.
More importantly, it helped to start freeing men from unattainable ideals of masculinity, and led to men sharing their stories online:
The sustainability of the idea was integral to the work so International Men’s Day was not a one-off stunt. The Dentsu Aegis partnership with CALM is ongoing and we are already working on #ChangethePicture 2.0 plus the introduction of ‘CALM Companies’ into our brands. We want to build a digital economy that is better for everyone.
This work was undertaken as part of Dentsu Aegis Network’s partnership with the United Nations and our commitment to the United Nations Sustainable Development Goals.
PROJECT WORK FINALE Strategia SEO per uno dei Brand clienti dentsu
BWM Dentsu: 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.
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.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
BC&F Dentsu: 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.
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.
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.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
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.
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.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
Engaging a young audience by breaking the taboo of talking about first periods.
Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.
Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience.
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.
Posterscope, Carat & Isobar: C&A
Activating store visits by working with a unique hyper-location technology partner, we built an integrated solution that combined OOH with mobile programmatic.
Through a brand stories content strategy Vizeum positioned E.ON as a purpose-led brand focused on energy supply, renewables and energy networks.