THE MEN’S TABLE

Australia is facing a male mental health crisis, and The Men’s Table  charity helps by providing a safe and supportive environment for men to talk openly about what they’re going through. The organisation runs 100 tables in communities around Australia and has ambitious growth plans. This campaign raises a mirror to the tendency men have to talk about anything - sport, cars, fishing, holidays, their kids - other than their feelings. Via a raft of banter-led executions, we encouraged the mentally healthier behaviour of going beyond banter by attending a local Men’s Table.

We used digital OOH placements to turn men's banter into what they are really thinking, feeling, and wanting to say. The first image that appears in our digi OOH is the banter, but over 10 seconds the words fade away to reveal the real message.