#ChangeThePicture

BRIEF: We approached CALM with a proactive idea for Men’s Day. Twelve men die by suicide every day in the UK. Yet the dominant image of masculinity remains controlled, successful.

CONTEXT: Social media rewards happiness.Masculinity rewards strength and success.
What men share doesn’t tell the whole story.

IDEA: We turned the statistic into twelve men.

On Men’s Day, twelve real men stepped forward, each representing the twelve lives lost every day, and revisited a picture they had posted online: celebrating a win, a gym shot, a night out with friends. The kind of image that says, “I’m winning.”

Then they shared the story the picture didn’t show and asked others to #ChangeThePicture.