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Initiative partnered with Australian-based suicide prevention organization, Gotcha4Life, to launch “Boys Do Cry,” an initiative that encourages men to talk about their troubles. The Australian campaign ran nationwide, and was comprised of a music video and single that transformed The Cure’s iconic song “Boys Don’t Cry.”
Ultimately, the campaign aims to dispel the trope of “manning up” and instead normalize expressing emotion. The sentiment comes on the heels of a tragic year, where over 2,384 Australian men took their own lives, averaging seven male suicides every day and making suicide the leading cause of death for Australian men aged 15 – 49.
