Man Therapy is a website for the 5.5 million Australian men aged 18 to 54. In particular, the site aims to reach young men aged 18 to 24, fathers aged 25 to 54, men living and working in urban growth areas, men living and working in regional and remote areas, men who are unemployed and men who are misusing alcohol or drugs.
The stars of the Man Therapy campaign are Dr Brian Ironwood, a fictional doctor, and his mate Davo, a straight-talking tradesman. Both characters use humour and honest discussion to guide men through the website and provide them with the instructions and tools so they can take action against depression and anxiety.
Man Therapy provides men with three key learnings:
- Know the signs
- Know the range of treatment options
- Develop an action plan.
Man Therapy, featuring Dr Ironwood, was launched ahead of Men’s Health Week 2013, after 12 months of research and an international collaboration with the Colorado Office for Suicide Prevention (in order to adapt Man Therapy for an Australian audience). Following comprehensive evaluation by Ipsos Social Research Institute and further research by TNS in 2014, the 'Davo' character was developed to reinvigorate the campaign and appeal to a different segment of the audience (blue-collar men). Fronted by Davo, Man Therapy was relaunched in June 2015 across TV, radio and digital channels.