Dark Cloud
3,000 people die by suicide each year and three quarters are men.
Accessing support can be tough.
Everyone’s experience is different and unique. What works for you, might not work for the next person.
Silver Lining
Silver Lining partnered with Suicide Prevention Australia and the Australian Men’s Health Forum to produce a campaign for Doing it Tough for Men’s Health Week.
Featuring John, David, Harry and Russ, the new spot shares their stories and how they overcame dark moments by finding support that worked for them. The campaign centres around uniqueness, and how every man’s journey, circumstances and support needs are different – as showcased in their stories
The film encourages men going through similar tough times to visit doingittough.org - a platform that connects men in NSW who are looking for support with addiction, relationship challenges, financial difficulties, abuse, job related challenges and mental health, with local groups and community organisations.
The campaign films were served across social media and digital display for Men's Health Week. Phase two of the campaign ran to coincide with Intrernational Men’s Day on November 19th 2023. The campaign featured on ABC Breakfast News and Network 10 News on Friday 17th November.
Results
4,054,808 impressions across Meta in just 4 weeks, resulting in 4,615 clicks.
657% uplift to visits to doingittough.org compared to the previous month.
From one organic LinkedIn post, the film received 10,042 video views, 12,499 impressions, 336 reactions, 73 reposts, and 215 link clicks.
289 NSW men accessed support services as result of the campaign.
The campaign has been funded by by NSW Health through their towards zero suicide initiative.
Creative Agency: Silver Lining
Videographer and Photographer: Dan Dunn
Production: Electric Street
Post Production: Chad Twentyman
SEM: Nick Poole
Media: NewsExtra Agency