Men will share just anything online. Except how they’re really feeling. So on World Suicide Prevention Day, Movember decided to teach men how to open up in a format they’re familiar with – the online how-to video.
Designed to auto-play in Facebook feeds without sound, the subtitled videos grabbed men’s attention by offering to show them a handy tip. But when the videos were un-muted, it was clear the men in the videos were actually demonstrating far more important skill – how to tell someone that you’re struggling.