When the viewer is prompted to un-mute, they hear a completely different story. Suicide Prevention worked with Cummins&Partners & Glue Society on this video series.
Creative shop Cummins&Partners teamed up with the Movember Foundation to globally release a series of online videos to raise awareness of men’s mental health in the lead up to World Suicide Prevention Day on 10 September.
Disguised as ‘how-to’ videos – where a man takes the viewer through simple tasks such as ‘Make a soda can fishing rod’ and ‘Never run out of a gas again with this simple trick’ – each video demonstrates the importance of taking the initiative to ask men how they are doing, and not just assuming everything is OK.
While the video subtitles appear to mirror the men’s actions, when the viewer is prompted to un-mute, they hear a completely different story that shows the hidden message about men who are beginning to show signs they are struggling.
Cummins&Partners creative director Doogie Chapman says: “Men’s mental health is an important topic worthy of everyone’s best efforts. We are constantly looking for ways to inspire these much needed conversations amongst men, and the response to-date has been extremely gratifying and generous”.
Research has shown that whilst 70% of men say they are ‘there for their friends’ when they need support, only 48% are prepared to go to someone when they’re struggling themselves – bringing to life the need for those around men to take themselves off ‘mute’ and start the conversation.
The Movember Foundation’s suicide prevention campaign is a key strategic component of its goal to reduce the rate of male suicides by 25%, and ultimately, the number of men dying prematurely by 25%, by 2030.
View the videos on Facebook without sound.
To learn more about how you can help the men in your life open up and to view and share the Unmute – Ask him videos visit www.movember.com/iwanttoask.
Client: Movember Foundation
Production Company: Revolver/Will O’Rourke
Director: The Glue Society’s Paul Bruty
Managing Director/Executive Producer: Michael Ritchie
Executive Producer/Head of Project: Josh Mullens
Producer: Jasmin Helliar & Isabella Vitelli
Director of Photography: Jason White
Post Production: The Glue Society Studios
Editor: The Glue Society’s Luke Crethar
Colourist/Online Editor: Scott Stirling
Sound House: Otis Studios
Agency: Cummins&Partners Melbourne
Creative Director: Doogie Chapman
Senior Art Director: Connor Beaver
Copywriter: Adam Slater
