Men’s Help Seeking Campaigndocs2.health.vic.gov.au/docs/doc... · • Sense of not being good enough, strong enough, capable enough • Workplace plays an important role in male

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Man TherapyMen’s Help Seeking Campaign

Tass

Mousaferiadisbeyondblue

June 2010

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Outline

• Introduce Man Therapy

• Promoting Man Therapy

• Objectives and rationale

• Help seeking background research

• Evaluation

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Mind Quiz18 point questionnaire64 possible responsesCan be printed, emailed or shared

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Man TherapiesDIY Health•The DIY Guide to maintaining mind fitness and emotional health

Discussion Forums•No singalongs. No awkward group hugs. No soothing ocean noises. Just real man-to-man conversations

Recreational Pursuits•Exercise, mateship, sweating, winning and/or hoisting championship trophies

Health Professionals•Because contrary to popular belief men can’t fix everything themselves

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Man Facts

Guide to mind health• Depression: kryptonite to the manliest of male minds

• Anxiety: when a warrior becomes a worrier

• Stress: don’t let stress make a mess

• Anger and rage: the storm before the calm

• Alcohol and drug use: the treacherous snake pit of substance misuse

Man Stats

Man FAQs

Other Resources

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Tales of Triumph

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Promoting Man Therapy

• Television

• Radio

• Digital and social media

• Twitter

• Cinema

• Select print

• Partnerships

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TV 1

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TV 2 (15 sec)

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TV 3

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TV 4 (15 sec)

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Radio advertisements

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Therapy so manly it’ll put hairs on your brain.

-

Doctor Brian

Ironwood.

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You can fix almost anything with gaffer tape and WD40 –

except possibly your brain box

-

Doctor Brian

Ironwood.

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Convenience Advertising

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Man Therapy Objectives

• to encourage men to take action against depression and anxiety through reducing barriers, including stigma, to seeking support

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Target population groups• 18 –

54 year old men

• Outer urban and rural• Unemployed men• Men who use AOD • Fathers• Associated audiences

• Women in the lives of men• Health care providers• Men who are not fathers

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Other targeted initiatives for men who are:

• Gay, Bisexual, Trans and Intersex

• Culturally and Linguistically Diverse

• Aboriginal and Torres Straight Islander

• Homeless

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Man Therapy: The rationale

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Depression & Anxiety in Men

• 1 in 8 men experience depression in their lifetime

• 1in 5 men experience anxiety in their lifetime

• Highest levels of depression and anxiety in men aged 35 to 44

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Depression & Anxiety

• By 2020, depression will be world’s second largest health problem (WHO)

• Over one million people in Australia live with depression.

• Over two million people experience anxiety.

• Depression costs Australian employers approximately AUD$8 billion per annum as a result of sickness absence and presenteeism.

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Men and suicide

• 33 men every week

• Number one killer of men aged 15 to 44

• 2011: 1727 male suicides; 893 male road deaths, almost 2:1

• 1727 = nearly four Qantas A380 jets full of passengers

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Men and Help Seeking Research Hall and Partners Open Mind

September 2012

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Reframing communications

• Communications need to be logical, factual and directional; they need to focus on tangible actionable elements

• Provide easy-to-navigate pathways that use video, checklists, tools

• Provide exposure to real life examples of other men, not necessarily celebrities

• Language of ‘help-seeking’

is emasculating; ‘taking action’

is empowering for many men

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Avenues for supportInternet:

A private place to gather information

GPs:

First step to

accessing professional help, however lack of

trust for many

Family & friends:

A safe first step for verbalising

experience

Telephone support:

Crisis support

Mental health professionals: Daunting, for serious conditions only

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Barrier: Moving beyond awareness• Observed lag between community

and personal attitudes

• Need to move beyond awareness to understanding

“My old man would never have talked about this stuff. You kept your problems to yourself and just got on with it.”

Father, 25-49, regional centre VIC

“My old man would never have talked about this stuff. You kept your problems to yourself and just got on with it.”Father, 25-49, regional centre VIC

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Barrier: Stigma• Sense of not being good enough,

strong enough, capable enough

• Workplace plays an important role in male identity; perceived and/or actual stigma threatens that role

“There was no way that he’d ever tell  work about what he was going through, 

he was so fearful of the repercussions,  whether he’d lose his job.”

Female partner of male with depression, metropolitan VIC

“There was no way that he’d ever tell  work about what he was going through, 

he was so fearful of the repercussions,  whether he’d lose his job.”

Female partner of male with depression, metropolitan VIC

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Barrier: Control

• Men perceive their role as the provider and family head

• Need for control

• Fear of medication

“You need to man up. It’s not said.   The wife needs you to be strong. You 

can’t fall apart.” Father, 25‐49, metropolitan VIC

“You need to man up. It’s not said.   The wife needs you to be strong. You 

can’t fall apart.”Father, 25‐49, metropolitan VIC

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Barrier: Lack of tools

• Often feel the only place to talk is at the pub

• Men don’t know the range of treatment options available or the benefits of each

• Mates only step in at crisis point

“I’d step in if I thought he was at risk of self-harm”

Father, 25-49, regional centre VIC

“I’d step in if I thought he was at risk of self-harm”Father, 25-49, regional centre VIC

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Barrier: Lack of social support

•Support and encouragement of others can be greatly beneficial

•Social isolation is a key barrier to acting early

“I take great pride in knowing that when the chips are down my mates will be there to help out the same as I would do for them.”

Older male, rural township, online forum

“I take great pride in knowing that when the chips are down my mates will be there to help out the same as I would do for them.”Older male, rural township, online forum

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Barrier: Where is the point of action?• Help-seeking seen as a failure to

‘handle the problem’

• Without understanding of signs and symptoms men are less likely to know when crisis point is reached

• Understanding, not awareness, is the key

“[Men seek help] only once they have to, only once it is inescapable that they are actually suffering from an illness. Even when diagnosed, denial seems the order of the day.”

Male, rural township, online forum

“[Men seek help] only once they have to, only once it is inescapable that they are actually suffering from an illness. Even when diagnosed, denial seems the order of the day.”Male, rural township, online forum

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Key messages to men

• Know the signs

• Know the range of treatment options

• Develop a plan

• Take action

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Independent Evaluation• Literature review and analysis of like

programs• Baseline, rolling and end surveys• Google analytics• Analysis of other data sets, eg

calls,

beyondblue

monitor• Focus groups• In depth interviews • Fortnightly, quarterly and final reports

Conducted by Ipsos

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Man Therapy Launch 5 June 2013

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Thank you

Tass

MousaferiadisMen’s Program [email protected]

www.beyondblue.org.au

www.mantherapy.org.au

(03) 9810 6100

© Beyond Blue Ltd

Response

Website –

first week•42,000 visits •4 minutes average duration•3.9 pages per visit

Twitter•mantherapyaus#

Phone calls•Day One = 13 calls

Dynamic telephone tracking