0
print impressions
0
DOOH impressions
0
click through rate
Challenge
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?
SDG 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?
Solution
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 we invited people to take a closer look at the man behind the picture.
Result
Our 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.
“I feel massively liberated for telling people about my struggles, and massively pleased that it has helped people in similar circumstances. I met up with a couple of people I know that are going through such struggles currently, they hadn't told anyone else in the past."
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The Cadillac Live Experience
dentsu research has indicated that today’s luxury car buyer is time-starved and more discerning than ever.
It’s Hard to Read
One in five people have dyslexia and 40% of children with learning disabilities experience mental health problems. Over 750k Canadian students are Dyslexic, however, Canada lacks the tools neces...
Seize the Awkward
To approach the issue of mental health awareness and youth suicide prevention, the Ad Council, in partnership with the American Foundation for Suicide Prevention and The Jed Foundation (JED) lau...
Doomsday Vault
During an already catastrophic year, NASA reported that an asteroid (officially Asteroid 2018VP1) traveling through space was heading towards the Earth’s general direction.
Generali
Having never built a global brand, Generali has an intricate web of partners, involving disparate agencies in local markets, delivering their own creative and production. The result was marketin...
Cost of Winning
Nominated for a Sports Emmy, The Cost of Winning series premiered on HBO, followed by streaming on HBO Max, and quickly became the top performing sports title since the launch of HBO Max.
Harvard Pilgrim Healthcare
Dentsu health helped design and implement a go-to-market strategy with a best-in-class campaign that capitalizes on historical learnings, is grounded in data and analytics to inform key decision...
The Hunt for Court People
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
Crayola Color Your World
Crayola need a unique campaign to emphasize their belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to ...
Project Athena
How do you break through the clutter and build momentum in a way that earns credit for reinvigorating the traditional PC ecosystem? With 15 micro-influencers creating a network effect across a ...
Multi-Channel Campaign
American Multi-Brand Pharmaceutical Company Increases Oncological Growth Potential by Combining Personal and Digital Promotional Strategies
Multi-Channel Campaign
An American multi-brand pharmaceutical manufacturer needed to re-position as the brand of choice for Myeloid Leukemia therapy, increase NRx and maintain and protect existing Rx.
CRM stratergy
A pharmaceutical corporation specialized in the manufacturing of cancer and immunology drugs needed to design a program to support the launch of its key multiple myeloma (MM) treatment product. ...
Season of the #Whiff
Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
Multi-touch Attribution: Rx Measurement Impact Analysis
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Operating Model Design and Implementation
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
One Team Ascensia
Diabetes management is experiencing a deep industry transformation through technology, innovation and digitalization of the patient journey through services like telehealth and digital pharmacie...
The Futbolera
Meet La Futbolera, the smack-talking granny who ignited the competitive spirit of US Latino soccer fans while creating a fun, long-lasting exchange with Sprint.
Sube La Marea
Promoting Copa’s generous sponsorship of the Panamanian national football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What bette...