Our 2012 campaign to raise awareness around men and suicide.
We worked to make sure more people knew about the issue of men and suicide, encouraged men to seek help, and influenced policy-makers and service-providers.
The 'We're in your Corner' campaign was the second phase of our 2010-2015 partnership with Network Rail on behalf of the wider rail industry to reduce suicides on the railways. We're continuing to work together on our We Listen and Small Talk Saves Lives campaigns.
On average, around 3,000 middle-aged men take their own lives each year. And 80% of rail suicides are men.
And men from low socio-economic backgrounds, living in deprived areas, are 10 times more likely to die by suicide than men from high socio-economic backgrounds, living in the most affluent areas.
Our report Men and Suicide: Why it’s a social issue looks at why this group is at increased risk of suicide.
The portrait campaign
Our research confirmed we needed portraits that felt like they represented the ‘ordinary man’ in order to encourage empathy among the target group.
It was important that the men on the posters did not appear beaten or as if they were the object of pity but instead showed a man ‘holding it together’ or simply ‘getting on’ with life.