Evolution
Curating a national campaign against men’s suicide
We set out to break the silence – loudly.
For this visionary client, Murray PHN, we curated a national brand campaign that doesn’t whisper about men’s mental health; it announces with confidence. From the start, our concept was unapologetically bold: a name, language, and visual suite that refuse to let this issue hide in the shadows, driving action and change.
Anchoring this project was authenticity and research – supported by a Reference Group of people with lived and living experience of suicide, we leveraged voices that were central in shaping the language, relevance, and sensitivity of this vital campaign, ensuring it truly speaks for those it represents.
Our asset delivery was rich tapestry of touch points – powerful TV commercials, social media campaign, commercial print advertising, and website – ensuring wide reach to the audience who needs it most.
Daring people to listen, speak, & act
The campaign’s identity is built on directness and urgency – every element, from bold copy to striking visuals, is designed to cut through stigma and ignite life saving conversation.
Our design approach uses raw, close-up imagery and a vibrant yellow swoosh to symbolise hope and action, drawing the eye and inviting connection. For a strong digital presence, key messaging is unapologetically clear – strong taglines and video voiceover calls out the issue to inspire action, not just awareness. Every touchpoint, from logo to layout, is hand crafted for impact and accessibility, daring people to listen, speak, and act.
