Mental-health campaign brings ‘The Cure’ for men’s struggles
Australian indie agency The Hallway has launched a campaign that aims to get men talking about mental health. The work includes outdoor advertising (see below), radio ads and a website. But the centrepiece is a remake of The Cure’s song ‘Boys Don’t Cry’.
According to the agency, the campaign has been three years in the making and is the brainchild of partner and ECD Simon Lee (recently profiled in Campaign’s ‘Creative Minds’ series), who sought help after his own battle with anxiety.
The video is produced by Good Oil and directed by Tom Campbell, and the campaign also involves The University of Melbourne’s Centre for Mental Health, mental fitness foundation Gotcha4Life and Heiress Films, the team behind the Gus Worland-hosted ABC TV series Man Up. Industry charity UnLtd and media agency Initiative are backing the campaign, with media inventory donated by major media organisations.
The video features a choir of 30 men from diverse walks of life, including recording artist and MC Dallas Woods, a Noongar man from the East Kimberley, and actor Eddie Baroo.
According to The Hallway, seven men die of suicide each day in Australia, and men account for 75% of all suicides. These are stop-you-in-your-tracks numbers. So the need for campaigns such as this is obvious. And therefore Ad Nut not only vigorously applauds Lee, The Hallway and all the organisations involved, but also hopes the work will really reach men who are in need of a kind ear.
Creative Agency: The Hallway
Executive Creative Director: Simon Lee
Creative Director: Aldo Ferretto
Copywriters: Simon Lee, Tim Wood
Art Director: Aldo Ferretto
Producer: Carolyn Starkey
CEO: Jules Hall
Account Director: Chris Murphy
Head of Strategy: Tim Mottau
Comms Strategist: Mat Rawnsley
Special thanks to Hannah Sturrock
Media agency: Initiative
Sound Production: Uncanny Valley
Music Supervision: Charlton Hill
Music Producer: Justin Shave
Audio Post: Matt Perrott