New Zealand men are famous for keeping their cards close to their chest and holding their emotions at bay. But the Movember Foundation says 'enough is enough' with the latest campaign, that takes a 'census' of men's feelings.
The new campaign is in response the Chief Coroner's provisional annual suicide figures showing three out of four Kiwi's that take their lives are men.
The zero judgement 'Mensus' aims to get men to share and confront issues – and the questions are fun, yet important, about mental health.
Multi-choice answers to questions like 'how do you see yourself?' include 'A. Bit of a dropkick', 'B. Room for improvement', 'C. People seem to like me', 'D. I like who I am', or 'E. I'm the man!'.
The Movember Foundation focuses on raising awareness and money for critical areas of men's health, including: prostate cancer, testicular cancer, mental health and suicide prevention.
The Dentsu Aegis Network partners with Movember in a pro-bono capacity, and tackled this year's campaign while still riding the wave of last year's success.
In 2017, the Movember Foundation's called to high school students to get involved in the awareness month by writing to schools and asking if schoolboys could be exempt from uniform dress codes to participate in growing a moustache. The campaign won best not-for-profit at this year's TVNZ-NZ Marketing Awards and including a gold at this year's Effies, as well as giving the organisation the highest level of participation and funding in seven years.
Dentsu Aegis Network strategy director Ryan Jordan says the campaign was inspired by this year's Mental Health Inquiry, which will be reported to Government at the end of November after months of submissions.
"Last year we saw the benefit of unlocking a point of social tension for Movember to action a campaign around. Coming into 2018, we wanted to connect in with the topicality of the Mental Health Inquiry and get some genuine feedback from Kiwi men. We wanted to give Kiwi guys something simple, fun and easy to do over and above growing a moustache that will have a positive impact on their mental health."
The Movember Mensus can be taken here.