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During Suicide Prevention Month (September), we met gun-owning guys on their turf to help them gauge their mental health with shootable assessments masquerading as shooting targets. In doing so, we turned the very thing that had the power to kill them into a tool that could save their lives.
Did you know that 4 out of every 5 suicides are attributed to working-age men? And that men who own handguns were 8 times more likely than men who don’t to die of self-inflicted gunshot wounds? How could Man Therapy save lives by convincing gun-owning guys to take their mental health as seriously as they do gun safety?
We took Man Therapy’s scientifically proven Head Inspection and tailored it to a target that is typically ignored: gun owning men. By turning the Head Inspection into shooting targets and partnering with local gun ranges, we made seeking help not only simple, but also feel incredibly manly. Each pack came with multiple targets that put the biggest issues men face right in the crosshairs—literally. By answering questions with well-placed shots, men can check in with themselves and seek help if needed. Man Therapy also reached out to men with a slew of other assets including TV spots, OOH, branded gun locks, and more. At the end of the day, if even one life was saved, then the campaign was a resounding success.
