Awareness around male mental health is higher than ever, but suicide remains the biggest killer of UK men under 50. We leveraged profound insight into the way suicide is reported by media outlets - which can actually exacerbate problems of those suffering suicidal thoughts.
We hijacked the one thing men talk about emotionally for Samaritans: sport. By training talkSPORT presenters and pundits on how to discuss this difficult and sensitive topic in a positive and helpful way, we got men to Talk to talkSPORT. This facilitated and normalised mental health conversation among men. We had admired, but relatable sporting greats tell hope-filled recovery stories which directed sufferers to support content, prompted action and, ultimately helped to save lives.