Men will share just about anything online. Except how they're really feeling. So on World Suicide Prevention Day, Movember decided to show the world just how easy it is to miss a man who's struggling by creating a series of how- to video ads with a hidden message. Because Facebook videos are designed to autoplay without sound, anyone who came across the subtitled films in their newsfeed would have assumed they are watching a man demonstrate a simple skill. But when the videos were unmuted, they told a completely different story, reminding anyone watching to never assume a man is OK.

Last year, 100 million hours were spent watching how-to videos online, and the majority of those who consume and created these videos are men. Therefore, we knew that the how-to format was an easy way to get the attention of our target audience.

To this end, the films were specifically designed to appear as if they were organic how-to videos, posted by real men. This informed the direction, talent and cinematography.

Make a Soda Can Fishing Rod.

We open on a man on a wharf, standing next to a fishing tackle box.

VO: I’m glad we’re going on this fishing trip, there’s something on my mind

TEXT: I’m going to show you a fishing trick, using a soda can and a piece of line.

VO: Things aren’t great at home. It’s made me feel kinda empty, I can’t work out how to get through it and turn things around.

TEXT: This is great for doing at home. Make sure its empty, then pierce the can,? work the line through and turn it around.

SUPER: Sometimes, men can hide how they’re feeling

SUPER: So un-mute and hear what he’s really saying,

VO: I know this is awkward, but I think I might need your help. I’ve been hoping I’ll snap out of it. But I can’t seem to get myself on track.

TEXT: Now, this bit is awesome. Hold the tab steady, snip it here. There you go, now you give it a crack.

SUPER: Now we need you to un-mute again.

SUPER: And ask a man if he’s doing alright.

SUPER: Unmute. Ask him.