Global agency Publicis has worked with leading men’s mental health charity HUMEN to showcase the urgent need for greater in-depth conversation and action around the issue.
Running across a selection of giant billboards at Outernet London on the corner of Charing Cross Road and Tottenham Court Road, the chief creative includes a range of British acting talent including Cyril Nri (Bridgerton, Cucumber), Tom Rhys Harries (White Lines, Unforgotten), Sean Teale (Skins, Reign), Royce Pierreson (The Witcher), Harry Collett (House of the Dragon), River Hawkins (The Pope’s Exorcist and founder of HUMEN).
Over a 30-second period, the actor’s faces are increasingly constrained by the billboard until their faces appear uncomfortably pressed against the glass screen. The clips end with the men appearing vulnerable and confused.
“I wanted to create a campaign that defies the narrow confines of traditional masculinity and shed light on the universality of mental health. Communicating that mental health is an inherent part of everyone’s journey, that we all have to manage and invest in,” Hawkins said.
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“Shifting the narrative, and highlighting the personal impact of mental health rather than attributing it to conscious decisions. I wanted to evoke a sense of vulnerability, steering away from the antiquated perceptions of what it means to be a man.
He continued: “It’s about redefining the conversation in a new way and emphasising that vulnerability and challenges are not exclusive to a particular gender but are shared human experiences.”
Developed in partnership with Publicis agencies Saatchi & Saatchi Wellness, Langland and Prodigious, the campaign will primarily aim to help men open up more about their mental health and help drive them towards HUMEN’s initiatives – such as 3 months of free therapy.
Saatchi & Saatchi Wellness creative director, Nanda Marth added: “This has been a wonderful collaborative effort with so many people and organisations giving their time and expertise for such an important cause. So proud that our sister Publicis agencies, Langland and Prodigious, immediately put their hands up to help us deliver this powerful message. ”
