Saving men's lives

With suicide the leading killer of men under 45 in the county, Kent County Council was determined to take action. Using the principles of behaviour change and social marketing, along with in-depth research with the target audience, we developed a campaign to increase calls to the council’s suicide helpline. The multi-award winning ‘Release the Pressure’ campaign ran for six weeks, generating over 19 million impacts with men across all channels and 20,000 unique visits to the campaign’s website. This all resulted in a 21% increase in callers to the helpline, including a 37% percent increase in male callers. So successful was the creative, that it is still used today by KCC.