In Australia, one man between the age of 16 and 45 commits suicide every 4 hours. It’s the leading cause of death for men in this cohort and it’s happening at a rate of 3:1 when compared to women. FOR MEN is a not-for-profit organisation which exists to help bring this number to zero. Their approach to doing this is through proactively developing grit, resilience and mental health in this cohort of men through skill building workshops, events and a strong sense of community.
The brief was simple — create a lifestyle brand that men would be proud to be associated with. A brand that breaks the stereotype that men don’t talk. Originally, black and white was the go to for tones, then we thought to flip the stereotype on its head, move away from the typical teal or blue and present a soft pink – which defines that men do talk.