To find out more about these men and what sort of campaign would appeal to them, we commissioned research in Glasgow, Middlesborough, Romford and Solihull, and spoke in great detail to a sample group of men about their lives and the daily challenges they face: 

• We found they do not habitually discuss their emotions in public and certainly not with their friends. If they talk to anyone about their problems it is either with their partner or a healthcare professional.

• Many we spoke to were, unsurprisingly, long-term depressed due to extended periods of unemployment, family break-down, drug and gambling problems, and a sense that things would not get any better.

• Whilst they often described times in their lives when they had been very violent and angry men, many now seemed to have a quiet acceptance of their situation, with their children (and sometimes their partners) being the only thing that kept them going.

• Many describe what they feel to be somewhat ‘emasculated’ lives: unable to find work, dependent upon their partner’s income, ‘reduced’ to being a househusband. Over their lives, most have had experience of being regularly laid-off and of frequently changing jobs and employer.

• And many openly acknowledged that there was a sense in their neighbourhood that a man talking about his problems would be seen as ‘weak’.

We tested a variety of images on this group but the one that really stood out for them was that of a boxer, who they could relate to but still saw as someone they could aspire to.

The research into the adverts amongst the target audience moved the image of Samaritans on from being purely a 'suicide line' to a broader helpline that is there for people who have no one else to talk to and are desperate.

The adverts conveyed a simple and down-to-earth message while the image of a boxer conveyed strength, wisdom, and life experience that the target audience could relate to.

More information

This information forms part of Samaritans' latest advertising campaign targeting men to get all men talking about their feelings. The aim is to get them to consider that calling Samaritans’ 24/7 confidential helpline could be an option for them.

Equally, though, we believe that talking to anyone – family, friends, colleagues, health professionals – is better than bottling things up.

Introduction to Samaritan’s latest advertising campaign targeting men

About the campaign

Press Materials for the campaign

Contacting Samaritans for support

For more information about the campaign or the work of Samaritans please contact Sal Lalji, Media Manager, on press@samaritans.org or call 020 8394 8342.