A White Paper by:
Sally Spencer-Thomas, Psy.D.
CEO & Co-Founder, Carson J Spencer Foundation
Jarrod Hindman, MS
Director, Office of Suicide Prevention
Colorado Department of Public Health and Environment
CEO & Founder
Cactus Marketing and Communications
February 25, 2014
- To improve social norms around mental health among men and the general population.
- To increase help-seeking behavior among men for a variety of health and mental health issues, leading to an increase in men seeking available resources (including those provided on the site).
- Long-term: to reduce rates of suicidal ideation and deaths among men.
- Men’s attitudes toward mental health conditions like depression, anxiety/stress, substance abuse, anger and suicidal thoughts will become less stigmatized (e.g., they will endorse fewer myths).
- Men will express a greater willingness to try self-help tools.
- Men will express a greater willingness to seek professional help when needed.
- Increased numbers of men will self-screen for mental health conditions.
- Increased numbers of men will use on-line self-help tools.
- Increased numbers of men will interact with peer, professional and crisis resources.
- Increased numbers of men and women will reach out to distressed men in their lives, expressing concern and support.
- A mobile version of the website makes it accessible on many more devices and improved downloading challenges facing users with limited bandwidth.
- A suicide prevention therapist finder now helps men find qualified care locally.
- Rich’s List compiles vetted mental health and other support resources for men.
- The Mind Master offers men time-limited, skills mastery programs to help relieve stress and conquer many other behavioral and health challenges.
- Support Group Central provides on-line support groups for men.
- Man Therapy eCards (a partnership with the National Suicide Prevention Lifeline) offer words of compassion in the tone of Dr. Rich Mahogany (e.g., “everyone needs a pork shoulder to cry on.”) and are sent to men who are having a hard time from someone who is worried about them.
- Visits: 356,090 (95,807 are mobile)
- Unique Visits: 285,960
- Return Visits: 20%
- Average Time on Site: 6 minutes
- 18-point head inspection completions: 59,894
- Number of people who accessed crisis information: 19,586
- Number of people who accessed “Worried About Someone” link: 19,747
- 83% would recommend to a friend in need
- 51% agreed or strongly agreed they were more likely to seek help after visiting the site
- 73% said the 18-pt Head Inspection helped direct them to the appropriate resources on the web
- 78% satisfied or very satisfied with the quality of the Man Therapies
- 67% were satisfied or very satisfied with the quality of Tales of Triumph
- 79% male
- 79% between the ages of 25-64
- 10% are Military (1% Active Duty, 9% Veterans)
- 39% there “because of me”; 8% “for a friend or family member”; 49% “just curious”
- 43% Humor (light-hearted, fun, hilarious)
- 37%: Quality of Website and its features (fresh, creative, accessible, helpful, honest, trustworthy, testimonials, interactive, branding, design, authentic, engaging, illuminating)
- 17%: Manly (not too touchy feeling, blunt, not feel like a wus)
- 10% Identification with Character
- 2% Reassuring/relieving During Experience
- 22%: No (“nope” “nada” “absolutely not!”)
- 21%: Technology problems (bandwidth buffering, navigation, inability to print handouts, captioning needed, typos). Many of these problems were fixed over the 18-month period.
- 9%: More material needed (“Women Therapy”, more resources than Colorado, more topics covered: PTSD, spousal abuse, sexuality, prescription drug abuse, grief, chronic illness)
- 7%: Offensive, Too many stereotypes, Not funny
- 1%: Lack of Diversity
- 1% Too spiritual
- Delivering innovative and effective suicide prevention programs for working-aged people
- Coaching young leaders to develop social enterprises for mental health promotion and suicide prevention
- Supporting people bereaved by suicide
- Interactive website gives users:
- Information about substance abuse, depression, anxiety and anger
- An 18-point head inspection (self-screening tool)
- A blueprint for how to “fix” the problems
- Guidelines on how to help someone they are worried about
- Access to crisis services
- Access to the Suicide Prevention Therapist Finder
- Access to online support groups for men
- Rich’s List of mental health and support resources
- Mobile Version allows website to be used on mobile devices and in areas that have low bandwidth
- Out of Home Campaign
- During August and September 2012, billboards and bus shelters displayed Man Therapy promotions
- Posters/Coasters/Business Cards/T-shirts – this collateral material was distributed to bars and restaurants that men tend to frequent
- 7 different posters
- 3 coaster versions
- 1 business card version
- 3 t-shirt designs
- Videos – housed on website and on YouTube
- 9 testimonial videos depicting diverse stories of men who had struggled with a suicide crisis and were not thriving
- Three “viral” videos (content is mostly compelling and less educational with the goal to drive people to the website)
- 30 second PSA
- Case study videos
- Social Media (Twitter/Facebook/YouTube)
- Twitter Followers - 286
- Facebook Likes – 868 “Likes” for Man Therapy page
- YouTube Views – 28 videos with a total of 52,410 views
- eCards – in partnership with the National Suicide Prevention Lifeline these eCards allow people to send supportive messages to men they are worried about
- Grand Gold Leaf Award
- Gold within Advertising for Multimedia campaign
- On June 5th, 2013, the Australian mental health organization beyondblue launched their own version of Man Therapy with a new character called Dr. Brian Ironwood. www.ManTherapy.org.au
- Wisconsin became the first state to license Man Therapy and launched the program roll out in the Fall of 2013.