Are Australian men ready for “Man Therapy”?
A campaign designed by beyondblue and Marmalade Melbourne has been launched to challenge the “Aussie bloke” to address mental health issues surrounding depression and anxiety in a bid to reduce suicides.
A poster featuring 'Dr Brian Ironwood'
The “Man Therapy” campaign uses the cypher of a fictional character, Dr Brian Ironwood, licensed from an identical campaign originating in the US.
"The work done in the US was really pretty outstanding. We had the opportunity to take a great thought and create some new interpretations for the Aussie bloke,” said John Akritidis, creative director.
"We are very pleased with the freedom beyondblue gave us to put our own signature on the campaign."
The Dr Brian Ironwood character appeared at the launch event at Parliament House on Wednesday. Ads will appear on television, radio, print, social media and online.