Movember is no longer new. Its message has been told before. That adds a new layer of pressure to its drive. But this year it has the creative ingenuity of Cummins&Partners and the Glue Society behind the campaign designed to motivate people to talk about men’s mental health for the Movember Foundation.

The Movember Foundation’s suicide prevention campaign is a key part of its goal to reduce the rate of male suicides by 25%, and ultimately, the number of men dying prematurely by 25%, by 2030.

The 2017 campaign, which is running on Facebook, is disguised as a series of how-to videos. Irresistible how-to videos, like Make a soda can fishing rod and Never run out of a gas again with this simple trick.

While the video subtitles tell the how-to story, when the viewer is prompted to un-mute, he or she will hear a very different story. It’s the message that men, who are beginning to show signs that they are struggling, tend to hide. The message about how they’re feeling less than on top of things.

Each video, in fact, demonstrates the importance of taking the initiative to ask men how they are doing, and not just assuming everything is OK.

Research has shown that while 70% of men say they are ‘there for their friends’ when they need support, only 48% are prepared to go to someone when they’re struggling themselves. The campaign spells out the need for those around men to take themselves off ‘mute’ and start the conversation.

Cummins&Partners creative director, Doogie Chapman, commented, “Men’s mental health is an important topic worthy of everyone’s best efforts. We are constantly looking for ways to inspire these much needed conversations among men, and the response to-date has been extremely gratifying and generous.”

Since its release, the campaign has been shared across global publications, media and blogs including Huffington Post, Mashable, TripleM, Nova and The Daily Mail, with a steady stream of social support.

To learn more about how you can help the men in your life open up and to view and share the Unmute – Ask him videos, visit www.movember.com/iwanttoask.