Movember 'un-mutes' for Suicide Prevention via Cummins&Partners and The Glue Society

MOVEMBER (1).jpgCummins&Partners, Melbourne has teamed up with Movember Foundation to globally release a series of online videos to raise awareness of men's mental health in the lead up to World Suicide Prevention Day on September 10.

Disguised as 'how-to' videos - where a man takes the viewer through simple tasks such as 'Make a soda can fishing rod' and 'Never run out of a gas again with this simple trick' - each video demonstrates the importance of taking the initiative to ask men how they are doing, and not just assuming everything is O.K.

For the full experience, view the videos on Facebook without sound.

MOVEMBER_Bike (1).jpgWhile the video subtitles appear to mirror the men's actions, when the viewer is prompted to un-mute, they'll hear a completely different story that shows the hidden message about men who are beginning to show signs they are struggling.

Research has shown that whilst 70% of men say they are 'there for their friends' when they need support, only 48% are prepared to go to someone when they're struggling themselves - bringing to life the need for those around men to take themselves off 'mute' and start the conversation.

MOVEMBER_Fishing (1).jpgSays Doogie Chapman, creative director, Cummins&Partners: "Men's mental health is an important topic worthy of everyone's best efforts. We are constantly looking for ways to inspire these much needed conversations amongst men, and the response to-date has been extremely gratifying and generous."

Since its release, the campaign has been shared across global publications, media and blogs including Huffington Post, Mashable, TripleM, Nova and The Daily Mail, with a steady stream of social support.

The Movember Foundation's suicide prevention campaign is a key strategic component of their goal to reduce the rate of male suicides by 25%, and ultimately, the number of men dying prematurely by 25%, by 2030.

To learn more about how you can help the men in your life open up and to view and share the Unmute - Ask him videos visit

Client: Movember Foundation

Production Company: Revolver/Will O'Rourke
Director: The Glue Society's Paul Bruty
Managing Director/Executive Producer: Michael Ritchie
Executive Producer/Head of Project: Josh Mullens
Producer: Jasmin Helliar & Isabella Vitelli
Director of Photography: Jason White

Post Production: The Glue Society Studios
Editor: The Glue Society's Luke Crethar
Colourist/Online Editor: Scott Stirling

Sound House: Otis Studios

Agency: Cummins&Partners Melbourne
Creative Director: Doogie Chapman
Senior Art Director: Connor Beaver
Copywriter: Adam Slater
Head of Broadcast: Chris Moore
Strategy Director, Connection: Johnny Corpuz
Senior Integration Manager: Lauren Peat
Digital Strategist: Zac Martin
Digital Planning Manager: Georgia Pedersen
Integration Manager: Rachel Linacre               


well done said:

Really, really good.

Love it. said:

These are really smart.

Killin' it said:

These are great and i think they'll work.

The Moisty Man said:

Super clever use of Facey subtitles. Love it.

Faceplate said:

These are really good, well done Slater and co.

. said:

Lovely. Now...
Compare these to what Ogilvy Sydney did for the same brief, same budget.

El Desko said:

Slater. So hot right now.

Great stuff.

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