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The work
I approached Men’s Minds Matter with a proactive idea in 2022 - and have since gone on to become one of their directors, leading on campaigns.
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Working with families bereaved by suicide, we created ads using the last text conversations between men and loved ones before they took their own lives. Everyday messages that seem so inconspicuous. But with hindsight, are anything but.
The results
Men reached out – and the charity are now able to help more people that need support.
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The work was spotted by the cast of Magic Mike Live - who decided to make MMM their charity partner.
Instagram followers rose 418%. All without paid social.
It also marked a culture change within the organisation. It was their first campaign, and they’ve used it as an example of what’s possible with the right resources to funders. It’s helped them generate funding in the hundreds of thousands.
My role
Creative concepting, copy, liaising with bereaved family members and suppliers, award entries.
