Calling into question our traditional concept of masculinity, dentsu and Movember’s latest high-profile campaign, Man Enough, follows the success of A Moment Against Silence and The Mensus.
The multi-dimensional campaign launched earlier this month with two-part documentary series Man Enough on TVNZ One. Hosted by Matt Chisholm – who visits rugby clubs, construction sites, boardrooms, barbershops and boxing gyms – it opens up the conversation around male suicide.
The 60 second ad is fronted by ex All Black, Slade McFarland, who also appears in the documentary in his role with MATES, a suicide prevention programme in the construction industry.
McFarland calls out New Zealand’s ‘tough guys’, and, along with his hype man, encourages men to connect with their own mental health struggles, or somebody else’s.
Ryan Jordan, Strategy Director at dentsu, says: “The core insight behind the campaign is based on the idea that men aren’t engaging with mental health because it is not seen as masculine. However, the reality is, it’s one of the toughest, most courageous things a man can do.”
Brad Stratton, Associate Creative Director at BC&F dentsu, adds: “Given Slade’s stereotypical masculine look, and the great work he does in the community, he was the perfect bloke for the job.”
The campaign is amplified by a series of outdoor and digital ads which feature provocative messages questioning Kiwi men’s understanding of manhood, such as ‘are you man enough to talk about feelings?’ and ‘are you man enough to ask if he’s okay?’
Creative: BC&F dentsu
Documentary Production: Gibson Group
Director: Lee Stapleton
DP & Post Production: Steve Gulik
Sound: Franklin Rd
Music License: Universal Music NZ
Advertising Production: dentsu Prod