In Australia, 1 in 8 men will experience depression. However, friendships are crucial for maintaining mental health. Particularly for men, who can struggle to ask for help when they need it.

Mayeight!! Was established to raise awareness of men’s mental health issues and to create a day (May 8) for men to catch up with a mate. Mate is a very common Aussie phrase used to describe a friend.

This campaign is based on the insight that we’re all guilty of making plans with mates that never end up happening. We created a series of posters to remind people of this common social behaviour. We used examples of the vague text conversations where we make plans without actually making plans, to illustrate the importance of catching up in person on this day.