Cannes Lions
CUMMINS & PARTNERS , Melbourne / MOVEMBER / 2017
Overview
Entries
Credits
Description
For the most part, men aren't very good at expressing how they feel. Which means for many families, the first time they learn their husband, father, brother or son is struggling is by reading their suicide note.
But by then, it's already too late.
Execution
We found real suicide survivors who'd survived, and kept their notes. We then simply asked them to read the messages they'd written to their loved ones on the day that they decided to take their own lives.
Outcome
The film was viewed over 4 million views, with over 200,000 people continuing on to Movember webpage, where they could access support services.
Major news outlets including The Huffington Post, The New Zealand Herald, Junkee, Mashable, The UK Sun and the Irish Times all picked up the story, and ran articles that encouraging men to speak about their experiences.
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