Suicide prevention campaign goes global

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M+AD seldom runs campaigns produced offshore, but we’re pleased to make an exception for the global online suicide prevention Movember Foundation campaign Be a Man of More Words, out of Cummins&Partners Melbourne.

The campaign, which has a strong Kiwi connections with the involvement of Goodoil Films, is intended to mark World Suicide Prevention Day, with global men’s health charity the Movember Foundation urging men to “speak up”.

The campaign film is directed by Goodoil’s Curtis Hill.

Cummins&Partners association CD Adam Slater said: “We all know a man of few words. I’ve even been described as one myself.

“Some problems can’t be solved with a grunt. In these times everybody needs to become a man of more words, and tell someone what’s really going on.”

“But unfortunately for men like us, there are some problems that can’t be solved with a grunt, or a few mumbled syllables. It’s in these times that every man, no matter how verbally challenged, needs to find a way to become a man of more words, and tell someone what’s really going on”

“Suicide is the leading cause of death in Australian and NZ men aged 15-44. It’s a complex problem, but it is preventable.

“We’re hoping to show men that to be the best versions of themselves – to be better dads, mates and sons – they need to be men of more words. We want men and their supporters to know that talking, more and with more meaningful words, saves lives.”

Man of More Words kicks off a month long campaign by the Movember Foundation, aimed at encouraging meaningful conversations around men’s mental health as a way to ultimately reduce the high rate of male suicide.

It focuses on getting men to talk when times are tough, in the confidence that they will be heard. Through a series of videos and social media posts, the campaign shares the stories of men who have benefited from speaking up.

How to start a conversation with the men you care about in four simple steps?

  1. Ask how they are doing
  2. Listen without judgement
  3. Encourage action
  4. Check in regularly


Production Company: Goodoil Films
Director: Curtis Hill
Producer: Catherine Warner
Executive Producer: Simon Thomas
D.O.P: Joel Betts
Editor: Leila Gaabi – The Editors Melbourne
Post Production: Matt Edwards – The Editors Sydney
Production Design: Bethany Ryan
Sound: Dylan Stephens
Music: Ben Talbot-Dunn

Agency: Cummins&Partners Melbourne
Associate Creative Director: Adam Slater
Senior Art Director: Cam McMillan
Creatives: Chris Ellis, Liam Jenkins
Senior Producer: Carol Sinclair
Strategist: James Bennet
Group Account Director: Hayden Isaacs
Senior Integration Manager: Lauren Fry
Integration Manager: Juno Forster

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