Man Therapy /
CLIENT: Man Therapy
Working-aged men account for the largest number of suicide deaths in Colorado. Unfortunately, these men tend to believe that mental health issues are unmanly signs of weakness, so they rarely seek help. Cactus wanted to help end the stigma surrounding men’s mental health, so we created Man Therapy. Featuring a fictitious therapist, Dr. Rich Mahogany, Man Therapy uses humor to reach working-aged men before they’re in crisis. By providing men with facts, information, helpful resources and a strong dose of levity, Man Therapy helps men break down the barriers that stigma creates and discover opportunities to get the help they need. The response has been overwhelming—both from within Colorado and from around the world. Ad Age named Man Therapy its Pro Bono Campaign of the Year for 2013, and a down-under version of Man Therapy has recently launched in Australia.