Introduction

Male suicide remains one of the most pressing yet under-discussed public health crises in the United States and beyond. According to the Centers for Disease Control and Prevention (2024), men accounted for nearly 80% of all suicides in 2022, with middle-aged and older white men experiencing the highest rates. Despite this disproportionate impact, men are significantly less likely to seek help for mental health concerns compared to women. Deeply rooted masculine norms that prize self-reliance, emotional control, and invulnerability often create barriers to help-seeking.

This project proposes a communication strategy that reframes therapy and mental health services to align masculine values such as strength, autonomy, and optimization rather than framing them around emotional vulnerability. By shifting how mental health is messaged, the aim is to increase engagement, reduce stigma, and ultimately help prevent male suicide.

The Social Issue

Men face elevated risks of suicide, yet traditional mental health outreach often fails to engage them. The social stigma surrounding mental health is particularly potent among men, often reinforced by internalized beliefs that seeking help is weak or unmanly. These beliefs are not only cultural but often reinforced by societal narratives and the structure of traditional mental health services. The consequence is tragic: men often delay seeking help until a crisis point or avoid treatment altogether. The goal of this project is to disrupt that cycle by reframing how mental health services are presented to better resonate with masculine identities.

Beyond stigma, many men lack mental health literacy. They don’t always recognize the symptoms of depression or anxiety in themselves, or they attribute those feelings to stress or fatigue. According to Sagar-Ouriaghli et al. (2020), male students in their study admitted they struggled to know when they needed help or how to find it. They also stated that messaging around “mental health” was off-putting, preferring terms like “stress management” or “mental strength.”

This issue intersects multiple identities, including race, age, socioeconomic status, and educational background. Samaritans (2022) points out that less visible groups of men, including those who are economically disadvantaged or from minority communities, are often at increased risk and even less likely to access traditional forms of support.

Communication Strategy Overview

The communication approach focuses on strength-based messaging that frames therapy as a tool for self-mastery, performance optimization, and long-term resilience. Drawing on research from Kim and Yu (2023), the strategy uses tailored messaging that emphasizes therapy as an act of responsibility, not weakness. The campaign language avoids stigmatized terms like "mental illness" or "emotional help" and instead promotes:

• "Mental fitness"
• "Performance coaching"
• "Stress optimization"

Messaging will include statements such as:

• "Therapy is training for your mind."
• "Mental strength is just as important as physical strength."
• "Successful men don’t wait for crisis — they optimize early."

Design and Delivery of Messaging

Platforms:

• Digital ads on YouTube and Instagram targeting men aged 20–50.
• Posters and flyers in gyms, barbershops, workplaces, and community centers.
• QR codes linking to short videos or landing pages with coaching-style mental health support content.
• Campus and workplace mental health outreach events rebranded as “Mental Performance Clinics.”

Style:

• Visuals will use darker, neutral colors and clean, strong fonts.
• Tone will mirror sports, military, or executive coaching language.

Timing and Outreach Considerations

Outreach will focus on times of peak stress:

• Students: midterms, finals, orientation.
• Adults: holidays, tax season, job changes, retirement.

Examples:

• New Year campaigns: “New goals, new strength.”
• Spring messaging: “Recover. Reset. Refocus.”

Also aligned with:

• Mental Health Awareness Month (May)
• Men’s Health Month (June)

Implementation Plan

Phase 1: Development (Months 1–2)

• Create tailored messaging for: college-age men, working-class men, and men 40–65.
• Secure local partnerships (gyms, veterans groups, employers).
• Produce short-form video content.

Phase 2: Pilot Campaign (Months 3–4)

• Launch in one metro area or campus.
• Distribute printed materials in high-traffic areas.
• Gather pre/post data on awareness and help-seeking behavior.

Phase 3: Expansion (Months 5–8)

• National rollout with multilingual and accessible formats.
• Provide toolkits to clinics and therapists.
• Host a virtual summit to share findings.

Evaluating Success

Metrics will include:

• Increase in male therapy inquiries or appointments.
• Pre/post campaign surveys on stigma and openness.
• Digital engagement (clicks, shares, views).
• Focus group interviews assessing message resonance.
• Therapy follow-through and retention.
• Qualitative feedback from clinicians and community partners.

Communication Plan: Universal Audience

"It takes strength to face what's holding you back. Therapy isn't about weakness. It's about building mental strength, just like you would train your body or sharpen your skills at work. If you're stressed, burned out, or stuck, there's help that speaks your language. You don't need to hit rock bottom to get support. Real strength is doing the work before the crisis. Let's talk about mental fitness."

Justification for Implementation

Framing therapy as strength-based removes stigma and aligns with how many men already see themselves. Research shows this approach increases male engagement:

• Sagar-Ouriaghli et al. (2020): Masculine-aligned language increased help-seeking.
• Kim and Yu (2023): Interventions tailored to masculinity had better outcomes.
• Staiger et al. (2020): Men prefer messaging that preserves autonomy and respect.

This approach is not about reinforcing stereotypes, but about creating a bridge. Once men are engaged, broader therapeutic work can begin.

Societal Impact

• Normalizes help-seeking and reduces stigma.
• Strengthens families and communities by supporting men.
• Eases the burden on healthcare systems through early intervention.
• May inspire wider institutional change and gender-responsive mental health policies.

Addressing Opposing Viewpoints

Some may argue this campaign reinforces stereotypes. But:

• It's a strategic first step, not an end point.
• Meeting men where they are is necessary to reduce immediate risk.
• Messaging can expand over time to be more inclusive of diverse identities.

Conclusion

The male suicide crisis requires bold, nuanced responses. Reframing mental health through strength, control, and performance gives men a culturally acceptable path to seek help. This approach can save lives, reduce suffering, and pave the way for lasting societal change.

References

• Centers for Disease Control and Prevention. (2024). Suicide data and statistics. https://www.cdc.gov/suicide/facts/data.html

• Kim, S., & Yu, S. (2023). Men’s mental health and interventions tailored to masculinity: A scoping review. Journal of Men’s Health, 19(11), 1–10. https://doi.org/10.22514/jomh.2023.111

• Sagar-Ouriaghli, I., Brown, J. S. L., Tailor, V., & Godfrey, E. (2020). Engaging male students with mental health support: A qualitative focus group study. BMC Public Health, 20, 1159. https://doi.org/10.1186/s12889-020-09269-1

• Samaritans. (2022). Out of sight, out of mind: Why less visible groups of men are at risk of suicide. https://media.samaritans.org/documents/Out_of_Sight_out_of_mind_FINAL_2022.pdf

• Staiger, T., et al. (2020). Masculinity and help-seeking among men with depression: A qualitative study. Frontiers in Psychiatry, 11, Article 599039. https://doi.org/10.3389/fpsyt.2020.599039