Beyondblue renews Man Therapy TV push during summer of sport
The success of Beyondblue’s Man Therapy campaign which aims to improve men’s wellbeing and reduce the rate of male suicide has seen the charity organisation renew the campaign’s push, with ads appearing in various televised sport events this summer.
Melbourne-based creative agency Marmalade, features the fictional Dr Brian Ironwood as the face of the Man Therapy campaign.
The Man Therapy website hosts various videos of the doctor in which he talks to his target audience and encourages them to “grab the bull by the balls and get on with it” and take charge of their mental health.
It also provides users with a mental health quiz, tips and advice on dealing with anxiety and depression and stories from men who have overcome mental health problems.
For mine, this has been the best media/ad campaign in Australia for the past 12 months. I can’t believe it didn’t get more recognition.
Another great media platform and buy that gets little credit.
Excellent.
But they assume that all visitors to the site are men! What about women!? What about other users apart from men seeking help for themselves? Surely a good marketing campaign should build on knowledge of the market actually using the product… Dr. Brian’s corny, non-threatening man persona might be drawing in a lot of women like me… Anyway, the whole site is mainly about men doing things for themselves and/or other men. There’s very little reference to family – wife and kids, especially – but also parents and brothers and sisters, and mates who happen to be women… (There are a few deprecating remarks about the wife-kids, all in a ‘humorous’ way, apparently. If you believe what they say about their campaign.)