Social Campaign
Role: Creative
Insight
Men often struggle to openly discuss their mental health due to societal pressures and stigma.
Studies show that a significant number of men feel uncomfortable sharing their emotional struggles. For example, research indicates that around 40% of men have never spoken to anyone about their mental health. This reluctance can lead to isolation and worsening mental health issues.
Idea
Position WhatsApp as a safe, private space where men can open up to their friends or loved ones.
We wanted to challenge the manosphere, showing that it's ok for men to be vulnerable.
The platform’s encryption and casual nature make it easier to start vulnerable conversations, something that should be encouraged in society.
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Execution
The 10" ad visually communicates this idea by showing two men embracing, symbolising emotional support and connection.
This simple yet powerful moment reflects the outcome of a heartfelt conversation, hinting that such support was facilitated through WhatsApp. The visual narrative is subtle but effective in normalising male vulnerability and emotional expression.
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