Men’s Minds Matter launches national campaign to mark World Suicide Prevention Day

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[Trigger warning: suicide]

[Trigger warning: suicide]

Suicide prevention charity Men’s Minds Matter, together with creative and media agency partner Media Bounty, has launched a national campaign to mark World Suicide Prevention Day on September 10th.

‘The Thing That Saved My Life’ celebrates the things that have stopped men from taking their own lives. From text messages, to pets, to the ultimate physical challenge: an ultramarathon. Ads are running in out of home spots around the country and on social media.

This campaign follows ‘If You Think Something’s Up, Bring It Up’, which ran across social media and digital OOH in April 2022. The hugely poignant ads caught the eyes of the cast and producers of Channing Tatum’s Magic Mike Live, resulting in a year-long partnership to raise awareness of male suicide.

Tommy Lee, Senior Copywriter at Media Bounty, said “twelve British men take their own lives every day, but organisations like Men’s Minds Matter exist to prove that suicide is never inevitable. We wanted to show walking, talking proof that things can be turned around, no matter how dark the situation. Thanks to all the men that shared their amazing stories.”

Nigel Sanderson and Luke Sullivan, Co-Directors of Men’s Minds Matter, said “for World Suicide Prevention Day this year we want to focus on the things that give us hope, the people, things and places that prevent us from taking a permanent action for a temporary problem. It's easy to lose perspective in a time of crisis. But try to connect with those things that are special, meaningful and individual. It’s a central component in the Men’s Minds Matter intervention for psychological entrapment and suicidal crises. We want to hear and see from as many people as possible so that we can share this with others who are struggling right now.”

Men’s Minds Matter is a not-for-profit organisation dedicated to the prevention of suicide through the development and provision of psychological interventions to those most at risk. Their model of Psychological Entrapment and Suicidal Crises is the first of its kind and brings together psychological science, and clinical and lived experience of suicide. The model underpins and guides everything they do and sets them apart from other mental health charities and not-for-profit organisations.

Digital out of home space was donated by Clear Channel.

If you or someone you know is affected by these issues, Men’s Minds Matter is here to help.