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The work
Middle-aged men are more lonely, more isolated, and more likely to die by suicide than anyone else - but they're the least likely to get the sympathy or help they need.
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People love adopting animals that need help. Well now they can adopt a bloke called Paul, Ian or Steve, and maybe save a life.
My role
Creative concepting, copy, art direction.
Out-of-home
Above the urinals
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