Finalist
CLOSING IN
by Saatchi and Saatchi Wellness for HUMEN
Summary of work
Suicide is the biggest cause of death in men under 50 in the UK.1 Over 100 people die by suicide in the UK every week and almost 75% are male.2 Additionally, UK men are twice as likely as women to say they have no one to rely on for emotional support.3 In times of need, men aren’t talking, and it’s killing them.
Solution
The charity HUMEN raise awareness of the men’s mental health crisis and provide support through safe talking Spaces before men reach breaking point.
We needed to show UK men that when their world is suffocating and closing in, it’s something they can’t ignore. We secured the UK’s biggest screen, some of UK’s biggest names and encouraged men to open up to HUMEN.
Impact
Over 38 days we reached 8mil people through outdoor, engaged 17,600 via social media and increased HUMEN’s website traffic by 15%. 359 men registered for HUMEN Space; 359 lives potentially saved, and the impact on them, their families and friends is immeasurable.
We reminded men that it’s ok to talk about mental health. Because when it feels like the world is closing in, it’s time to open up.
Judges’ comments
Saatchi and Saatchi Wellness and HUMEN created a very clear, creative and impactful campaign that demonstrated strong strategy and execution and used good insights to select its message to deliver their achieved outcomes. The judges appreciated the small-scale angle in which the campaign was delivered and the successful use of interviews.
