Gotcha4Life - Boys Do Cry

Client: Gotcha4Life

Agency: The Hallway

In the past year, 2,384 men in Australia have taken their own lives, averaging 7 suicides daily.

Suicide is the leading cause of death for Australian males aged 15-49, many of whom might have been saved if they felt able to speak about their feelings. The Boys Do Cry project aims to end the harmful belief that men should suppress their emotions and "man up." Launched on November 22, the campaign features a reimagined version of The Cure’s “Boys Don’t Cry,” released as a music video and single.

Created by The Hallway and produced in partnership with The University of Melbourne’s Centre for Mental Health, Gotcha4Life, Good Oil, and Heiress Films, Boys Do Cry encourages men to talk openly about their struggles.

We won't know the full extend of the campaign's success, but a figure that stood out for me was the number of referrals from boysdocry.com.au to Beyondblue.com.au to seek help. This amounted to over 40,000 after 8 weeks of going live - and if the campaign has saved one life, then it's done its job.