Suicide is the biggest killer of men under 45, with men making up 76% of all suicides in the UK over the past decade. To raise awareness and aim to break down stigmas surrounding men's mental health, not-for-profit charity Men’s Minds Matter has launched its new campaign ‘If You Think Something’s Up, Bring It Up’.

The campaign runs across digital out of home spots and on social media with creatives displaying the last message sent by men to loved ones before they took their own life. 

The ads aim to show that suicide can come out of the blue for everyone except the victim, and encourage people to start a life-saving conversation if they suspect someone is struggling. As although attitudes towards mental health are changing for the better, there are still many barriers that prevent people from seeking help for mental health problems, including suicide.

“For many of us, suicide might feel like something that only happens on the news. But the numbers are staggering - we all have a message from a friend that could be the last. It’s so important to talk, no matter how excruciating that idea might be. Thanks to the families and friends who took part in the campaign. It’s been an honour to tell their stories.” said Tommy Lee, Senior Copywriter at Media Bounty.

Men's Minds Matter is a not-for-profit organisation that specialises in developing psychological interventions for people at risk of suicide. Their model of Psychological Entrapment and Suicidal Crises is the first of its kind and brings together science and lived experience of suicide. The model now underpins and guides all of their work.

“At MMM, we have developed a model for intervention which we believe can save lives. Our model explains suicidality at the individual psychological level. This allows us to structure our interventions in a way which targets the mechanisms that lead to and maintain suicidality.” explained Nigel Sanderson (MMM Director and Expert with Lived Experience) and Dr Luke Sullivan (MMM Director and Clinical Psychologist).

They continued; “We’re really excited to be collaborating with Media Bounty on this campaign. Not only will it help to raise awareness about suicide in men, it will also help to support our ambitions to save lives and bring a focus to our work.”

The collaboration is part of Media Bounty’s pro-bono initiative, with the agency donating time and expertise to not-for-profit organisations picked by team members. The ads are displayed this week on billboards across the UK, with space donated by Ocean Outdoor and Clear Channel, in partnership with BambOOH.

To find out more visit MensMindsMatter.org for information that can help.