Man Up. Speak Up.
Adam Ferrier
Founder of MSIX / DOA /Thinkerbell (Campaign’s Global Agency of the Year (2nd)). Author / speaker / radio and podcast host. Consumer psychologist
The following is more a diary entry and slightly inappropriate for LinkedIn but I wanted to capture the project somewhere.
Recently I've been lucky enough to be involved with the Man Up TV series shown on ABC. The series was funded in large part by Movember, it was researched by the University of Melbourne, and was produced by Heiress Films. It was an incredible experience to be a part of.
The series involved MMM host Gus Worland travel around Australia trying to find the reason why so many men end up killing themselves. Armed with some insights he ends up coming to myself and Adam Hunt (a wonderfully talented advertising creative) and we end up making the following ad, aimed at talking to blokes.
The ad is based off the insight that we all cry and express emotion as kids, but along the way something happens and society tells guys to shut up and that can be harmful. It's had no paid media support and has had over 1.3 million views in around 2 days.
Advertising agencies and media owners are all complicit in telling guys to shut up in our own ways - by feeding the stereotype of blokes back to blokes because it's easier and more profitable than broadening our horizons (I talk about this here with the MMM Grill team below). So to get the chance to broaden this and help create something constructive was a joy.
Much thanks to Movember, the ABC, MMM and The Grill Team, Heiress (especially Jen and Jackie), Adam Hunt, and in particular a very amazing man Gus Worland for letting me play a small role in this wonderful series.
If you know a bloke who could do with a bit of a cry, or has trouble expressing themselves, or being heard then please pass this on. All the amazing content is housed at www.manup.org.au
This program complements some of the other activities my agency is proudly doing with Movember including Suicide Notes Talk to Late, and MAYEIGHT!! (have a look below)
Managing Director Impact.com | NED | Board Advisor
8 年Amazing work to all involved!
Senior Sales & Commercial Leader | C-Suite Experience | Driving Revenue & Business Growth Across Multiple Industries
8 年Fantastic Adam !!
Founder & CEO PepTalkHer - Supercharging Your Career Success | On a mission to closing pay &Leadership Gap (free App??) | Executive Coach ? | Speaker ?? | Angel Investor ?? | Tory Burch Fellow | Recovering Journalist??
8 年Loved this ad Adam Ferrier & the show - super powerful
Strategy, Growth & Innovation consultant
8 年Good on you for being part of this Adam. It's an important cause, and I'm glad your particular brand of Tough love helped Gus get to a good message.
Psychologist | Screenwriter | Assistant Director (Film & TV)
8 年Interesting process and opening up, watching how it unfolds given men's natural psychology and truly letting him be himself amid so many societal messages. Many are still intertwined, like having to use the title Man Up for this series, its insulting to men and disagreeable. Never in my professional or personal life would I entertain these words in thought let alone in print for my male clients, especially with my specialisation. I do sincerely hope men are soul searching to connect with inner core and BE themselves, it naturally becomes a win/win from there.