Info
Man Therapy
Collaborators Madelaine Aguilo, Norm Shearer, Andrew Baker
“Man Therapy is an upstream approach to preventing suicide for the highest-risk men, who often don't receive support. The innovative campaign and 24/7 digital platform gets working-aged men to think differently about their mental health and take action before they ever reach a point of crisis by using humor and male stereotypes to start the conversation.”
Grit Digital Health
Limited reach beyond the initial target demographic segment
MESSY PATH
Internal debate, client feedback, many iterations of what a site for “today’s men” could look like
Expand brand direction to engage a broader audience across more diverse ages, ethnicities, races and US geographies without diluting impact of of Man Therapy brand
IMPACT
New brand direction that pays homage to the Man Therapy’s original aesthetic but reduces use of images that predominantly represent cis-hetero white men. Selected vintage photography, curated illustrations, texture, pattern, color, and custom stamps to add bold new depth to Man Therapy