• Mental health is gaining more traction. But studies still show that men are hesitant to seek help when they need it.

    Only 1 in 4 men who feel anxious or depressed have talked to a mental health professional, and more than half of men agreed they “would feel embarrassed about seeking professional help for depression.”

    As a result, when they’re going through something, men often end up being at a loss for what to do…or wonder if it it’s worth doing anything at all. This resistance to getting help is killing them—so much that men have 4x the rate of suicide as women.

  • How do you get help for the people who are convinced they don’t need it? Create a campaign in their language: edgy, provocative, and sometimes profane.

    In partnership with global influencers, Unf*ck Your Feelings launched social and a resources hub. From therapist directories to podcasts to male-focused telehealth platforms, men in a variety of circumstances can be reminded that they can ask for—and access—help.

    • The campaign was a finalist in the “Patient Support and Engagement” category at the 2024 DTC National Awards.

    • Influencers from all over the world applied to partner with the campaign, many of whom are licensed mental health professionals.

    • The National Alliance on Mental Illness (NAMI), the Insight Timer app, and the Veteran’s Crisis Line expressed their support for the campaign and its message.

    • Notable pickups included Fierce Pharma, Med Ad News, Pharm Exec, AP News, Yahoo!, Med Page Today, and Capital Region Living Magazine.

The work

The Anthem

Naming and processing your feelings is healthy. But starting at birth, a lot of us subliminally teach boys that feelings are weak. Don’t cry. Keep it together. Grow a pair. F*ck your feelings.

A lifetime of this learning can lead to consequences aren’t pretty. Men have higher rates of substance abuse, violence, and suicide.

Instead of teaching boys not to feel, let’s teach them something else.

See it on the Unf*ck Your Feelings website, too.