< Back to projects



An engaging campaign that brings public awareness to alarming statistics surrounding suicide.

#Mandictionary is an out-of-home campaign that engages both men and women educating them through amusing and relatable definitions of ‘man’ - breaking down the stereotypes. Partnering with outdoor advertising company, JC Decaux, we executed the campaign across multiple platforms across the country. Strategically placing billboards around bus and train stations where statistically most suicides unfortunately take place. The campaign continues to be distributed digitally, printed on beer mats and in magazines.

CALM’s annual report revealed that the campaign generated a 269% increase in supporters which lead the #Mandictionary campaign to be nominated for the ‘Third Sector Campaign of the Year’ Award.

The campaign even reached the Duke and Duchess of Cambridge and Prince Harry spurring them to write a piece for the CALMzine, CALM’s mental health magazine.


increase of supporters.

increase in awareness.