Suicide is the biggest cause of death in men under 50 in the UK. British men are twice as likely as women to say they have no one to rely on for emotional support. The charity HUMEN raises awareness of the men’s mental health crisis, and provides support through safe talking spaces before men reach breaking point. I worked on concepting and storyboarding a creative campaign video to raise awareness of these issues. The campaign was showcased on the UK’s largest outdoor experience space, Outernet London and featured some of the UK’s most talented actors. It conveyed to men that when it feels like the world is suffocating, it’s something they can’t ignore. We wanted to encourage men to open up to HUMEN. And they did. Over 38 days we reached 8 million people through digital out-of-home media and organically engaged 17,600 people via social media. 359 men registered for HUMEN Space; that’s 359 lives potentially saved.