Male suicide charity CALM launches #Mandictionary campaign
Male suicide charity Campaign Against Living Miserably (CALM), has launched a campaign to break down the "cultural barrier" that prevents men from seeking help.
As part of the drive, the hashtag #mandictionary will be seen on posters across the country and on Twitter, Facebook and Instagram.
The charity is also calling on the public to create their own entries which could be used as an advert or part of the #mandictionary itself, the form of which is yet to be decided.
The aim of the campaign is to increase men’s vocabulary with "new words" relating specifically to "awkward, annoying, joyous or sad" situations.
These words will then be logged and aggregated in real time on the CALM website and across social media.
CALM’s assistant director, Rachel Clare, said: “The #mandictionary project is an accessible, inclusive and entertaining way of raising questions about masculinity and what men expect of themselves and each other, giving men the opportunity to define themselves on their own terms.
“We hope that this campaign will not only engage a new audience and raise awareness of CALM and the work we do in male suicide prevention, but will also encourage healthy debate across the country about what it means to be a man in society today, and get men talking about the issues that matter to them.”
The campaign was created by full service agency Theobald Fox.