Man Therapy

Theoretical Background and research questions/hypothesis: Man Therapy™, therapy the way a man would do it, offers a fresh, new approach to suicide prevention by also addressing other men’s mental health issues. The campaign reshapes the conversation, using humor to cut through stigma and tackle issues like depression, divorce and even suicidal thoughts head on, the way a man would do it. Since working age men do not show signs of needing help before they reach a crisis, this campaign takes the early intervention approach by getting men to acknowledge issues and seek help sooner. Research was based on an exhaustive review of existing studies and materials as well as one-on-one interviews with dozens of suicide survivors. These insights led to the innovative strategy of a proactive men’s mental health campaign that used a direct, honest and funny approach to getting guys to think about and even fix their mental health.

Methods and Results (informing the conceptual analysis): Man Therapy features Dr. Rich Mahogany. He’s dedicated to cutting through the denial with a fresh approach using his rapier wit, odd sense of humor, no nonsense approach and practical advice for men. The centerpiece is the mantherapy.org website, where men will find they have a virtual appointment with Dr. Mahogany. Visitors can navigate through Dr. Mahogany’s office where they can find useful information about men’s mental health, take the 18-point head inspection and receive a list of suggestions to seek treatment and get help. He is the world’s hardest working therapist, his office is open 24/7/365 and he sees an average of 5 people at any one time. The campaign launched on July 9, 2012 with a feature story in the New York Times. After generating 5,000 hits in the first day, the mantherapy.org Web site has seen an average of 572 unique visitors per day and has had 300,896 total visitors averaging 6:40 minutes on the site. A total of 52,500 people have taken the 18-point head inspection and been given advice and recommendations to consider. Of the men of have completed the self assessment, 90 percent have reported that they are very likely or likely to take the advice and recommendations prescribed in their results.

Conclusions: Therapy happens. Man Therapy actually provides an opportunity for men to explore their own situation, think about their personal issues and try out a number of therapies from do-it-yourself techniques, to group therapy and of course referrals to therapists, counselors and local community mental health centers. It has proven to be extremely effective intervention and education tool for men around the country and the world.  Australia will be launching their own version of Man Therapy down under in the summer of 2013, just one year after the launch in the U.S.

Implications for research and/or practice: In addition to the engaging experience viewers can find at mantherapy.org, the integrated communications campaign includes a 30-second TV PSA, three viral videos, social media, outdoor and outreach materials including posters, coasters and Dr. Mahogany business cards.  The campaign can be easily licensed by mental health and suicide prevention organizations.