This savvy males's psychological well being PSA isn't fairly what it seems to be

When someone seems fine on the outside, it's easy to assume that they're fine on the inside. However, this is not always the case, as this simple but effective campaign film for mental health nonprofits in the UK makes clear.

The digital spot, which was created by the Recipe agency for the campaign against miserable life (CALM), also shows the English rugby champion Joe Marler, who found out about his own depression and mental health problems after he had previously hidden them in front of relatives.

The 70-second film is titled "Read Between The Timelines" and shows Marler being interviewed after a match while his positive words run across the screen in large letters.

In the end, Marler turns to the camera. "How did that sound? Pretty normal? "He asks the viewer (assuming you are using a mouse or touchpad) to move the cursor over the YouTube timeline to reveal a hidden message and get the real story.

The text above the cursor shows what it is really feeling, including the fact that it is "on the edge". At the end the rugby player adds, "It can be difficult to tell someone that you are in trouble. No matter who you are, CALM is here to help you find the right words."

CALM said it commissioned the campaign after 84% of men admitted to bottling emotions. Almost half (44%) said they suppressed their emotions at least once a day. Feelings of loneliness and isolation have also increased among men during the UK's coronavirus lockdown – where separate numbers have shown male suicides are at a high of two decades.

"I've struggled with my own mental health over the past few years and it's been getting particularly dark the last 18 months. So I wanted to get involved in this project, help others who are just like me, and help them to." understand that it is okay to fight and that you are not alone with these feelings, ”said Marler.

Too many men suffer in silence

"Rugby is the ultimate macho sport and there is a fear that if you show any weakness in public in order to exploit any weakness, you will give the opposition a free hand," he said. “I've always worried that if I opened up to my mental struggles, they would be used against me by opposing players or viewed as a weakness by my own teammates. There's definitely a stigma around mental health, but it's far better than it used to be. The more players come out and open up about it, the less stigma there is, ”he added.

Simon Gunning, CEO of CALM, said: “There are 18 suicide deaths every day in the UK, of which 75% are male. This is unacceptable. Like Joe, we all go through tough times, be it a relationship breakdown, job loss, financial worries, or bereavement. But as men, we sometimes try to mask our feelings and put on brave faces.

“So now, more than ever, we need to challenge a culture that prevents men from opening up and seeking the help they need. It's important that we open up and talk about how we feel and that we don't always take things at face value when you think someone around you is feeling down. "

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