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Adopt a middle-aged man

Client: Men's Minds Matter

Channels: out-of-home, washrooms, social

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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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