unmute a mate

Director: The Glue Society Client: Movember Foundation Agency: Cummins & Partners Melbourne

To raise awareness of men's mental health in the lead up to World Suicide Prevention Day we released a series of videos on Facebook globally disguised as 'how-to' videos without sound. Taking the viewer through simple tasks, each video demonstrates the importance of taking the initiative to ask men how they are doing, and not just assuming everything is OK. While the video subtitles appear to mirror the men's actions, when the viewer was prompted to un-mute, they heard a completely different story that shows the hidden message about men who are beginning to show signs they are struggling.