MATES in Construction
Every two days, a tradesperson in Australia commits suicide. This was our chance to break the silence that exists in a tough, male-dominated workplace and encourage construction workers to share their feelings.
A simple conversation is often all it takes to save a life. The challenge is how to engage a male-skewed audience to start talking. Rather than adopt a confronting or hard-hitting approach, we chose to demonstrate empathy and understanding through a gentle TVC that encouraged stoic men to open up.
Construction workers across Queensland felt compelled to create videos and share their stories.
Anecdotal evidence of many people taking comfort knowing that they were not alone in having suicidal thoughts.