12/15

In Poland, a stark reality casts a long shadow: 12 out of 15 daily suicides are men. This alarming statistic underscores a critical, yet often unaddressed, public health crisis. Traditional approaches to mental health awareness often fail to penetrate the cultural barriers and stigma surrounding male emotional well-being. VML, in partnership with fashion icon Joanna Przetakiewicz and the New Women's Era Foundation, recognized the urgent need for a disruptive approach to ignite a national conversation and drive meaningful change.

The primary challenge was to break through the pervasive silence and stigma surrounding male mental health in Poland. Traditional advertising channels proved ineffective in addressing such a sensitive and deeply ingrained cultural issue. We needed a strategy that would not only capture immediate attention but also foster a sustained dialogue and encourage help-seeking behavior among men.

The inspiration stemmed from the understanding that a truly impactful message needed to be unexpected and emotionally resonant. By subverting a high-profile, mainstream event – a fashion show – we could create a jarring spectacle that would force people to confront the uncomfortable truth. The partnership with Joanna Przetakiewicz, a trusted figure with significant reach, provided a unique platform to amplify this message beyond conventional boundaries.

The core idea was to hijack Joanna Przetakiewicz's highly anticipated fashion show and transform it into a powerful statement about male suicide. During the finale, 12 models dramatically vanished from the runway, symbolizing the 12 out of 15 men lost to suicide daily. They then reappeared wearing t-shirts with messages promoting open conversation about mental health. This unexpected and emotionally charged event, amplified by strategic media and influencer relations, aimed to provoke immediate emotional responses, spark widespread discussion, and encourage help-seeking.

The campaign achieved unprecedented reach and impact, demonstrating the power of direct engagement and disruptive creativity. It successfully shifted public perception, fostering a more open environment for men to seek help and leading to significant investment in mental health initiatives.

At a Glance

33,500,000 Reach

The campaign achieved near-total saturation of the Polish media landscape, reaching 90% of the population.

At a Glance

1,356

Instagram Stories/Posts: Social media buzz generated significant engagement, particularly among younger demographics, with a reach of 1.78 million.

At a Glance

$1,200,000

The campaign directly led to a substantial government donation to mental health initiatives, signaling a pivotal moment for the nation.

Forging a Coalition Against Loneliness to tackle male suicide in Poland

Challenge

Inspiration

Idea

Growth

At a Glance

At a Glance

At a Glance

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