In the lead-up to the holiday period, Suicide Prevention Australia in partnership with the Australian Men’s Health Forum has launched a social media campaign to promote its Doing it Tough platform.
Funded by NSW Health, Doing it Tough connects men in NSW with support services, based on where they live, the challenges they face, and the way they want to be supported. The aim of the campaign was to highlight the pressures men face during the holiday season to drive traffic to the website and raise awareness of the platform.
The platform currently contains over 150 male-friendly organisations based throughout NSW that support addiction, relationship challenges, financial difficulties, abuse, mental health, and job-related challenges.
Several consultations were involved during the development of the campaign which resulted in feedback from the Doing it Tough Advisory group and over 29 lived experience representatives. This feedback was instrumental in shaping the direction of the campaign.
The final concept focuses on the stressors men face during the holiday period but softens the message of support by using engaging emojis as baubles and putting a twist on the carols and goodwill messages to reveal that not everyone is having a good time during the holiday season.
The campaign is currently being promoted across Suicide Prevention Australia and the Australian Men’s Health Forum social media channels.
We would like to extend a big thank you to the team at the Silver Lining Agency, who assisted us with the creation of this campaign.