Man Therapy Men's Help Seeking Campaign - Tass Mousaferiadis beyondblue June 2010 - Health.vic
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Man Therapy
Men’s Help Seeking Campaign
Tass Mousaferiadis
beyondblue
June 2010
© Beyond Blue Ltd
Outline
• Introduce Man Therapy
• Promoting Man Therapy
• Objectives and rationale
• Help seeking background research
• Evaluation
© Beyond Blue Ltd
© Beyond Blue Ltd
© Beyond Blue Ltd
Mind Quiz
18 point questionnaire
64 possible responses
Can be printed,
emailed or shared
© Beyond Blue Ltd
Man Therapies
DIY Health
•The DIY Guide to maintaining mind fitness and
emotional health
Discussion Forums
•No singalongs. No awkward group hugs. No soothing
ocean noises. Just real man-to-man conversations
Recreational Pursuits
•Exercise, mateship, sweating, winning and/or hoisting
championship trophies
Health Professionals
•Because contrary to popular belief men can’t
fix everything themselves
© Beyond Blue Ltd
Man Facts
Guide to mind health
• Depression: kryptonite to the manliest of male minds
• Anxiety: when a warrior becomes a worrier
• Stress: don’t let stress make a mess
• Anger and rage: the storm before the calm
• Alcohol and drug use: the treacherous snake pit of
substance misuse
Man Stats
Man FAQs
Other Resources
© Beyond Blue Ltd
Tales of Triumph © Beyond Blue Ltd
Promoting Man Therapy
• Television
• Radio
• Digital and social media
• Twitter
• Cinema
• Select print
• Partnerships
© Beyond Blue Ltd
TV 1 © Beyond Blue Ltd
TV 2 (15 sec) © Beyond Blue Ltd
TV 3 © Beyond Blue Ltd
TV 4 (15 sec) © Beyond Blue Ltd
Radio advertisements © Beyond Blue Ltd
Therapy so manly
it’ll put hairs
on your brain.
- Doctor Brian
Ironwood.
© Beyond Blue LtdYou can fix almost
anything with gaffer
tape and WD40 –
except possibly your
brain box
- Doctor Brian
Ironwood.
© Beyond Blue LtdConvenience Advertising © Beyond Blue Ltd
Man Therapy Objectives
• to encourage men to take action against
depression and anxiety through
reducing barriers, including stigma, to
seeking support
© Beyond Blue LtdTarget population groups
• 18 – 54 year old men
• Outer urban and rural
• Unemployed men
• Men who use AOD
• Fathers
• Associated audiences
• Women in the lives of men
• Health care providers
• Men who are not fathers
© Beyond Blue LtdOther targeted initiatives
for men who are:
• Gay, Bisexual, Trans and Intersex
• Culturally and Linguistically Diverse
• Aboriginal and Torres Straight Islander
• Homeless
© Beyond Blue LtdMan Therapy:
The rationale
© Beyond Blue LtdDepression &
Anxiety in Men
• 1 in 8 men experience depression in their
lifetime
• 1in 5 men experience anxiety in their lifetime
• Highest levels of depression and anxiety in
men aged 35 to 44
© Beyond Blue LtdDepression & Anxiety
• By 2020, depression will be world’s
second largest health problem (WHO)
• Over one million people in Australia live with
depression.
• Over two million people experience anxiety.
• Depression costs Australian employers
approximately AUD$8 billion per annum as a
result of sickness absence and presenteeism.
© Beyond Blue LtdMen and suicide
• 33 men every week
• Number one killer of men aged 15 to 44
• 2011: 1727 male suicides; 893 male road
deaths, almost 2:1
• 1727 = nearly four Qantas A380 jets full of
passengers
© Beyond Blue LtdMen and Help Seeking Research
Hall and Partners Open Mind
September 2012
© Beyond Blue LtdReframing communications
• Communications need to be logical,
factual and directional; they need to focus on
tangible actionable elements
• Provide easy-to-navigate pathways that use
video, checklists, tools
• Provide exposure to real life examples of other
men, not necessarily celebrities
• Language of ‘help-seeking’ is emasculating;
‘taking action’ is empowering for many men
© Beyond Blue LtdAvenues for support
Internet:
A private place to
gather information
Family & Mental health
friends: professionals:
A safe first step
Daunting, for
for verbalising
serious conditions
experience
only
Telephone support:
Crisis support
GPs: First step to
accessing professional
help, however lack of
trust for many
© Beyond Blue LtdBarrier: Moving beyond
awareness
• Observed lag between community
and personal attitudes
• Need to move beyond awareness to
understanding
“My old man would never have talked
about this stuff. You kept your
problems to yourself and just got on
with it.”
Father,
Father, 25-49,
25-49, regional
regional centre
centre VIC
VIC
© Beyond Blue LtdBarrier: Stigma
• Sense of not being good enough,
strong enough, capable enough
• Workplace plays an important role in
male identity; perceived and/or actual
stigma threatens that role
““There was no way that he’d ever tell
work about what he was going through,
he was so fearful of the repercussions,
whether he’d lose his job.”
Female
Female partner
partner of
of male
male with
with depression,
depression, metropolitan
metropolitan VIC
VIC
© Beyond Blue LtdBarrier: Control
• Men perceive their role as the
provider and family head
• Need for control
• Fear of medication
“You need to man up. It’s not said.
The wife needs you to be strong. You
can’t fall apart.”
Father,
Father, 25‐49,
25‐49, metropolitan
metropolitan VIC
VIC
© Beyond Blue LtdBarrier: Lack of tools
• Often feel the only place to talk is at the
pub
• Men don’t know the range of treatment
options available or the benefits of each
• Mates only step in at crisis point
“I’d step in if I thought he was
at risk of self-harm”
Father,
Father, 25-49,
25-49, regional
regional centre
centre VIC
VIC
© Beyond Blue LtdBarrier: Lack of social
support
•Support and encouragement of others can
be greatly beneficial
•Social isolation is a key barrier to acting
early
“I take great pride in knowing that
when the chips are down my
mates will be there to help out the
same as I would do for them.”
Older
Older male,
male, rural
rural township,
township, online
online forum
forum
© Beyond Blue LtdBarrier: Where is the point
of action?
• Help-seeking seen as a failure to
‘handle the problem’
• Without understanding of signs and
symptoms men are less likely to know
when crisis point is reached
• Understanding, not awareness, is the key
“[Men seek help] only once they have to, only once
it is inescapable that they are actually suffering
from an illness. Even when diagnosed, denial
seems the order of the day.”
Male,
Male, rural
rural township,
township, online
online forum
forum
© Beyond Blue LtdKey messages to men
• Know the signs
• Know the range of treatment options
• Develop a plan
• Take action
© Beyond Blue LtdIndependent Evaluation
• Literature review and analysis of like
programs
• Baseline, rolling and end surveys
• Google analytics
• Analysis of other data sets, eg calls,
beyondblue monitor
• Focus groups
• In depth interviews
• Fortnightly, quarterly and final reports
Conducted by Ipsos
© Beyond Blue LtdMan Therapy Launch
5 June 2013
© Beyond Blue LtdThank you
Tass Mousaferiadis
Men’s Program Leader
tass.mousaferiadis@beyondblue.org.au
www.beyondblue.org.au
www.mantherapy.org.au
(03) 9810 6100
© Beyond Blue LtdResponse
Website – first week
•42,000 visits
•4 minutes average duration
•3.9 pages per visit
Twitter
•mantherapyaus#
Phone calls
•Day One = 13 calls
Dynamic telephone tracking
© Beyond Blue LtdYou can also read
