Man Therapy, a groundbreaking new approach to suicide prevention and other men's mental health issues, was launched in Colorado today. Man Therapy™ reshapes the conversation, using humor to cut through stigma and tackle issues like depression, divorce and even suicidal thoughts head on, the way a man would do it.
The campaign is the result of a unique partnership between Cactus, a Denver-based advertising agency, the Office of Suicide Prevention at the Colorado Department of Public Health and Environment and the Carson J Spencer Foundation, a Colorado suicide prevention nonprofit organization.
"Colorado currently has the 6th highest suicide rate in the nation," notes Jarrod Hindman, director of Colorado's Office of Suicide Prevention. "Men between the ages of 25 and 54 represent a significant portion of suicide deaths in the state, and the numbers are on the rise. It is clear that we have to do something to target this difficult to reach audience."
The purpose of the Man Therapy campaign is to provide men approaching crisis, and their loved ones, a place to go and learn more about men's mental health, examine their own and consider a wide array of actions that will put them on the path to treatment and recovery. The message is that all men should be aware of their mental health, treat it like they would a broken leg and strive to get better.
"Man Therapy features our hero, the good Dr. Rich Mahogany. He's a man's man who is dedicated to cutting through the denial with a fresh approach using his rapier wit, odd sense of humor, no bullshit approach and practical advice for men," said Joe Conrad, Cactus founder and strategic director. "There exists an age-old stigma that says mental health disorders are unmanly signs of weakness. And our main character and hero, Dr. Rich Mahogany, is dedicated to smashing that."