Too many men are taking their own lives, and it’s happening more frequently than people think. According to The World Health Organisation, last year alone, 800,000 people took their own lives. And even more astoundingly, two out of every three of them were men.

As an organisation committed to helping men live happier, healthier and longer lives, The Movember Foundation wanted to use social media to deliver a simple message: if you're a man who's struggling, speak up. Because it may save your life.

The film opens with a man explaining how to fix a bike tyre. His dialogue is accompanied by subtitles on the screen. To those reading the subtitles, he appears to be down-to-earth and easy-going guy, who's simply guiding us through a trick that we might find useful.

After a short while, a message appears, asking the viewer to unmute the video and listen to the man, rather than just reading the subtitles.

The film continues to play, however with the audio on, its now clear that he wasn't explaining a helpful tip at all. He was actually asking for help.

To ensure maximum impact, we released the films on World Suicide Prevention Day. We created a separate video for each of Movember's 3 biggest markets: USA & Canada, Australia and NZ and the UK. The films were supported with a small amount of paid media, but were designed primarily to be easily shared by key influencers and media publications.

To make the films appear as though they were user-generated, we deliberately employed low-key production design and casting. Everything down the to the post copy on the videos was designed to be unbranded, with the Movember logo at the end of the film the only recognisable branded element. This was key for ensuring authenticity. We also sent influencers instructions asking them to post the videos as if they were sharing their own how-to content – ensuring they did not give away the surprise twist.