Digital campaign: Movember asks men to 'unmute' for new video campaign

Three videos from the men's health charity are part of a new suicide-prevention initiative

The global men’s health charity Movember has drawn on a specific aspect of online behaviour to launch a series of videos as part of a new suicide-prevention campaign.

It’s well documented that most video views on social media are with the sound muted, so the charity is asking people to reverse that as they look to tackle the high rate of suicide among men.

Unmute – Ask Him was launched this week ahead of World Suicide Prevention Day on 10 September and signals the start of a month-long campaign by Movember to encourage open conversations around men’s mental health as a way to reduce the suicide rate.

The three videos show men giving short how-to demonstrations of activities such as how to make a fishing rod, fill a gas barbecue tank and change a flat bicycle tyre, but when the sound is turned on a different story is told about the men and their mental health.

Movember said its research showed that although a majority of men say they are there for their friends when they need support, considerably fewer are prepared to go to someone when they’re struggling themselves.

"The networks around men currently do not reach out enough to ask how guys are really going," said Craig Martin, global director, mental health & suicide prevention at the Movember Foundation. "We can all play a part in reducing the rate of male suicide by sparking a potentially life-changing conversation – the simple first step is just to ask and listen."

The videos are being hosted across Movember's social media accounts on Instagram, Facebook and Twitter as well as its website.

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