Dentsu Aegis Network And Calm Release #Changethepicture Campaign

Dentsu Aegis Network and CALM (Campaign Against Living Miserably) have launched a new campaign called #ChangeThePicture for International Men’s Day. The Campaign is designed to challenge the negatice sterotypes often associated with men. Male suicide is the biggest killer of men under 45, with 12 men in the UK taking their own lives each day. #ChangeThePicture is a data-driven campaign devised by Dentsu Aegis Network’s digital agency 360i Europe that will run across print, digital out-of-home, online and social.

CALM have mentioned how you can #ChangeThePicture with the following advice:

1. Meet the 12 men behind the pictures

So slick. Successful. Athletic. Confident. Surrounded by mates. Winning at life. Right?

On the face of it, yes. But each picture of each man featured in #ChangeThePicture belies their real story. Meet the guys here.

2. Share the campaign

Help smash stereotypes by sharing the #ChangeThePicture campaign. Head over to Instagram @realmen_stories or find CALM on Twitter and Facebook to share posts and join the conversation.

3. #ChangeThePicture DIY style

What pushes your buttons when it comes to social media stereotypes? Feel pressured to look macho? In control? Do it your way and #ChangeThePicture by posting any photo that tells your real story.

The Campaign showcases 12 stereotypically masculine photos shared by “real men” on social media. Each image will be followed by the real story behind that particular image and the moment they shared them to reveal their battles with vulnerability, mental health problems and suicidal thoughts.

The Pictures of the men are on their site.

The Campaign

The Campaign, built up by a number of Dentsu Aegis agencies was a pro-bono campaign

Simon Gunning, CEO of CALM, commented: “CALM has been working for more than a decade to prevent male suicide. Part of our work is providing immediate support for men in crisis. Another key part is striving to change culture and attitudes so that fewer men get to that point at all. #ChangeThePicture is our chance to look at things differently, and help rid our society of all the pressures men feel to be and act a certain way.”

Melissa Ditson, Executive Creative Director of 360i Europe added: “Men’s mental health is an issue we care deeply about at 360i. #ChangeThePicture is a hard-hitting campaign with an important message that aims to change behaviour. It’s a powerful creative idea promoting progressive masculinity and has been rewarding for the team to work on, as has working with CALM.”

Mark Creighton, Chief Operating Officer, Dentsu Aegis Network UK said: “We’re delighted to be supporting CALM in their mission to tackle gender stereotypes as one of our chosen charities for gender equality network, ONE. This campaign has been 11 months in the making and has been built on true collaboration and a shared vision between all the parties involved. By working together, we can build an equal, open, and honest environment for everyone.”

Craig Cherry, Procurement Director and Executive Sponsor of #ChangeThePicture, Dentsu Aegis Network said: “We’ve been truly humbled by the response from everyone involved not just from across our business but the media partners also involved. This work has been born out of an inspirational partnership with the team at CALM, and has the power to really change and challenge expectations.”


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