About Better Out Than In
Led by AFL Players’ Association in partnership with the AFL Coaches Association, Mates in Construction, La Trobe University and Cummins&Partners.
Visit the Better Out Than In website
Better Out Than In is an integrated, online campaign that shift the conversation around men’s mental health from shame, stigma and hiding to openness, acceptance and hope. The project is based on the premise that sharing and listening to real life stories is one of the most powerful ways of reducing self-stigma in communities of men.
Targeting men from three communities – AFL past players, AFL coaches, and construction workers, we aim to reframe the behavioral and attitudinal trends that contribute to silent suffering by challenging personal and community thoughts and actions - geared towards the normalisation of help seeking, sharing and support. An important theme will be friendship and men’s stories of supporting their mates who are experiencing symptoms relating to depression and anxiety.
A series of digital campaigns will be developed to communicate these stories and allow men to share them with others. A user reference group was recruited to enable participatory design methods which were integrated at all stages of intervention planning, development and implementation.
A mixed-methods, before-and-after longitudinal design is being used to evaluate the effectiveness of the digital campaign in reducing stigma for depression, over an 11-month timeline, with the results compared to men in another male-dominated industry – the mining industry.