Suicide is the single biggest killer of men under 35, yet still there remains a stigma that prevents men from talking about their mental health. To help eliminate this stigma and get men talking about their emotions, SEAT and Campaign Against Living Miserably (CALM) have teamed up to create ‘The Language of Listening’ mental health campaign.

Throughout the pandemic, CALM cited a record number of calls and web chats to its helpline services, with many people more isolated than ever before and suffering in silence. Consequently, there has never been a greater need to check in on those around you and see how they are which is what inspired ‘The Language of Listening’ campaign.

In a series of videos, the campaign addresses the stigma surrounding men’s mental health through the use of light-hearted comedy. Enlisting the help of People Just Do Nothing star Hugo Chegwin, the videos show him impart meaningful advice to two friends struggling to discuss how they feel.

"It can be hard to know when someone you care about is finding things tough, and even harder to know what to say. But while we might feel uncomfortable when asking someone how they're really feeling, talking, and indeed listening really can help.” says Simon Gunning, CEO of CALM, 

The series follows two friends, one of whom is clearly struggling. After both men seemingly ignore the elephant in the room (car), Hugo Chegwin’s character steps in to prompt conversation between the two. Each video has its own different, subtle message, best explained by the episode titles: ‘Listen Up’, ‘Just Ask’ and ‘No Distractions’.

The partnership between the car manufacturer and mental health charity is a natural one as due to their intimate enclosed space and less ability for eye contact between passenger and driver, cars have been found to be one of the best places to have meaningful conversations.

‘The Language of Listening’ campaign is the latest in an ongoing collaboration between SEAT and CALM as they approach the three-year mark of their successful partnership. ‘The Language of Listening’ follows on from the 2019 collaborative ‘Grow a Pair’ campaign where SEAT and CALM erected a mural in central London with the slogan ‘Grow a Pair’ placed between two enormous ears to encourage men to listen to their loved ones.

During the pandemic, public demand for CALM’s support services increased dramatically in 2020, so in response, SEAT took the opportunity to put its advice into practice and provided additional funding to the charity’s frontline operation for six months to help its partner cater for the increase in demand.

“The pandemic has been a struggle for many, so now we really need to strengthen our commitment to the cause and act on it. At SEAT, we have taken this seriously. Every member of the management team, as well as first-line managers, has completed a four-day mental health training programme to ensure that they can provide support when it is needed. We want to show that we can also ‘grow a pair’.
As we emerge through the other side of the pandemic, checking in on friends and family remains of the utmost importance and conversations around mental health are vital to ensure people feel supported. Opening up about men’s mental health through the use of humour will not only help to eliminate the stigma but can also save lives. If you’re worried about someone who might be struggling and would like some useful tips and advice please click here.