Does Men's Health Need a Rebrand?

Men’s Health is at a Crossroads

While strides have been made in health awareness overall, the conversation about men’s health often feels stifled, overshadowed, or reduced to clichés. Toxic masculinity, rising male suicide rates, dismissive cultural attitudes, and outdated marketing tactics all contribute to an urgent need for a rebranding of men's health.

At Stirred, we believe that great communication can save lives, and with men dying on average 4.5 years earlier than women for reasons that are largely preventable, we’re exploring how a rebrand of men’s health could transform these outcomes.

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Toxic Masculinity and Rising Male Suicide Rates

Toxic masculinity has brought critical issues to light, such as the emotional suppression many men face. Research by the Priory Hospitality Group indicates that 40% of men in the UK have never spoken to anyone about their mental health. Societal expectations of stoicism and reluctance to seek help contributes to the alarming rise in male suicide rates globally.

According to the World Health Organization men are up to three times more likely to die by suicide than women in many countries. Rebranding men’s health must challenge these norms, creating spaces where emotional well-being is seen as a strength, not a weakness.

Is Men’s Health Overshadowed by the Women’s Health Agenda?

The prominence of the women’s health agenda rightly spotlights long-standing critical issues that mean women spend more of their life in ill health and continue to be underrepresented in clinical trials. However, it inadvertently leaves men’s health issues in the shadows. While the progress made in advocating for women’s health is a model to emulate, it also reveals how men’s health lacks a unified, focused narrative.

Movember : The Real Face of Men’s Health demonstrates how this can change. Developed entirely by the charity’s in-house creative team, this campaign moves beyond the iconic moustache to focus on families, partners, and communities affected by men’s health. By positioning men’s health as a shared responsibility, Movember reframes the conversation, inspiring collective action and empathy.

Breaking Free from Marketing Clichés

Traditional marketing for men’s health often relies on tired tropes—gritty black-and-white campaigns, rugged outdoor imagery, or hyper-masculine slogans. These strategies fail to reflect the diversity of modern masculinity.

For example, 欧莱雅 's ‘World’s Strongest Man’ campaign redefines strength by showcasing emotional resilience alongside physical and mental toughness. By challenging outdated stereotypes, it connects with a broader audience and demonstrates how modern masculinity can reshape men’s health narratives.

Similarly, 联合利华 's Dove Men+Care: ‘Care Makes a Dad’ campaign celebrates fatherhood and caregiving, focusing on vulnerability as a strength. highlighting the transformative power of care in shaping relationships. This inclusive and empathic approach shifts the narrative away from stoicism, reflecting a broader spectrum of masculinity.

Language also plays a critical role in shaping perceptions of men’s health. Dismissive terms like ‘man flu’ perpetuate the stereotype that men exaggerate symptoms, trivialising their experiences and discouraging them from seeking help. By adopting inclusive, empathic language – like the storytelling seen in Movember: The Real Face of Men’s Health – campaigns can challenge stereotypes and encourage men to prioritise their health without fear of ridicule.

The future of men’s health marketing lies in breaking free from clichés and dismissive language, creating a culture where men feel empowered to take charge of their physical and mental well-being.

TENA Men at Essity are, in their words, 'tackling taboos one talk at a time'. ?They have worked with high profile ambassadors, like Lewis Moody and Alex Payne to talk about urine leakage, which 1 in 4 men experience in some form or another. They have taken the conversation to channels such as Talk Sport and The Times and partnered with organisations like Prostate Cancer UK . ?This little-by-little approach has met the audience where they are, speaking from a place of credibility and through spokespeople that resonate.? 101 communications like this take time but can often make more of a long-term impact than big bang single splash campaigns. Obvious, no? Often not, when egos are involved.

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The Path Forward

Rebranding men’s health is not just about changing the conversation—it’s about saving lives.

The campaigns we’ve mentioned demonstrate the power of inclusive, emotionally resonant messaging to challenge stereotypes and inspire action.

This rebrand requires the cooperation of governments, healthcare providers, media, and society at large. It means investing in awareness campaigns that challenge stereotypes, creating safe spaces for discussion, and advocating for health policies that consider the unique challenges men face. Parents and schools can also play their part to educate and encourage young boys to talk about their physical and mental wellness.

Only then can we ensure that men’s health receives the attention it desperately needs, moving closer to a world where every man feels supported to take control of his well-being.

Co-written by Kyle Lehane and Amy Greenwood, Stirred Well.

If you’re working on bettering men’s health and want to discuss any of the above, please get in touch.

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