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.