Men's mental health is being given time of day through an initiative from the federal government and beyondblue.
Beyondblue, a mental health support organisation, is partnering with the Australian government to roll out a new "Man Therapy" campaign.
This campaign is designed to battle the incidence of depression and anxiety in Australian men – a demographic that sometimes avoids identifying as having a mental illness. These men often do not seek support and treatment for these conditions.
The campaign uses humour to attract and engage with a male audience.
"We know humour works in advertising with men and we need to ensure the message cuts through to Aussie men about the need to take care of their mental health," said minister for mental health Mark Butler.
Mr Butler also stated that male suicide is a huge problem in Australia. The number of deaths often surpasses the death toll from road accidents?, with men accounting for over three quarters of all suicide deaths.
Ads for Man Therapy will appear on the radio, television, print, online and social media and run until the end of the year, with the hope that more men will seek help for a potential mental illness.
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