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Category
Online Films & Video / Long Form - Single
Annual ID
OS22_FI104M
About the Work
Australia is facing a “Mental Health Epidemic” and men in particular are doing it tough. But men are notoriously reluctant to reach out for help and talk about their feelings when they’re struggling. Instead, they try to “man up” and keep their problems to themselves. The consequences of this are horrifying: every day in Australia an average of seven men take their own life, making male suicide Australia’s #1 public health problem. Our objective is to begin to normalise men talking about what they’re going through and seeking help when they need it. If we can achieve this, we will save lives.
If men in Australia find it so hard to talk about their feelings and ask for help, it’s because our traditional narrative of masculinity says that men have to be strong, that men keep a stiff upper lip in the face of adversity, that they DON’T ask for help when they’re struggling, that they DON’T talk about their feelings, that Boys DON’T Cry. We set out to help free men from this suffocating and dangerous narrative by turning these DON’T’s into DOs, transforming The Cure’s iconic single Boys Don’t Cry into Boys Do Cry - an anthem to help stop male suicide.
With the blessing of Robert Smith and The Cure, we rewrote the lyrics, with indigenous Australian artist Dallas Woods contributing a rap inspired by his experiences with suicide in his community. We brought together a diverse group of men aged 12 to 75 representing Australia’s broad multicultural population to perform the song, and created a 3:48 film that lands our campaign line: WHEN THE GOING GETS TOUGH, GET TALKING.
If men in Australia find it so hard to talk about their feelings and ask for help, it’s because our traditional narrative of masculinity says that men have to be strong, that men keep a stiff upper lip in the face of adversity, that they DON’T ask for help when they’re struggling, that they DON’T talk about their feelings, that Boys DON’T Cry. We set out to help free men from this suffocating and dangerous narrative by turning these DON’T’s into DOs, transforming The Cure’s iconic single Boys Don’t Cry into Boys Do Cry - an anthem to help stop male suicide.
With the blessing of Robert Smith and The Cure, we rewrote the lyrics, with indigenous Australian artist Dallas Woods contributing a rap inspired by his experiences with suicide in his community. We brought together a diverse group of men aged 12 to 75 representing Australia’s broad multicultural population to perform the song, and created a 3:48 film that lands our campaign line: WHEN THE GOING GETS TOUGH, GET TALKING.
2022 Awards
Total Points: 3
Merit
Credits
Agency
The Hallway / Sydney
Client / Brand
Gotcha4life Foundation
Production Company
Good Oil / Sydney
Music / Sound Production Company
Uncanny Valley / Sydney
Mighty Sound / Sydney
Post Production Company
Arc Edit / Sydney
Media Distribution Company
Initiative
Art Director
Iain MacMillan
Copywriter
Tim Wood
Director
Tom Campbell
Editor
Phoebe Taylor
Executive Creative Director
Simon Lee
Executive Producer
Jennifer Cummins
Sam Long
Producer
Catherine Warner
Michael Wilson
Account Director
Chris Murphy
Chief Operating Officer
Rachel Troy
Music Producer
Justin Shave
Audio Post
Matt Perrott
CEO
Chris Freel
Jules Hall
Melissa Fienne
Colourist
Olivier Fontenay
Comms Strategist
Mat Rawnsley
Copywriter & Singer
Dallas Woods
Creative Director/Art Director
Aldo Ferretto
Director, Client Advice & Management
Danielle Galipienzo
DoP
Sam Chiplin
Film Producer
Carolyn Starkey
Founder/Director
Gus Worland
Head of Industry Partnerships
Saarika Shah
Head of Initiative Impact & Senior Director of Strategy
Jason Maggs
Head of Marketing & Communications
Savannah Fielder
Head of Strategy
Tim Mottau
Impact Coordinator
Harrison Lochtenberg
Impact Producer
Jackie Turnure
Music Supervision
Charlton Hill
Musical Director/Arranger
Cameron Bruce
Publicist
Hannah Watkins
Social Media Coordinator
Abbey Cummins
Website Designer / Developer
Elle Williams
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