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Man Therapy Campaign & Web site

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the rundown

Working aged men account for 4 out of 5 suicides in the U.S. To combat this we created a virtual therapy session which conveniently happens to be open 24/7/365. It gives men access to tools and tips on how to improve and maintain their mental health. Strategically, we target men well before a crisis and before they take matters into their own hands. We created a fictional online therapist men could relate to called Dr. Rich Mahogany. He uses a mix of humor, science and therapy to help men fix themselves, seek treatment and recover from depression, substance abuse, anxiety and anger.

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The Building Blocks

Knowing that video assets used throughout the website would be the main focal point, it was important to provide the user with a full screen video experience. Adobe Flash/Actionscript was selected for the presentation layer of the site. Then came the challenge of serving the videos to the user quickly. Through the use of XML driven content, a cloud based hosting environment as well as Flash's streaming video API, we were able to create an engaging experience, that was also quick to load and very responsive. As funding allows, we hope to soon release a full mobile version of the website.

The Votes

The Details

Agency
Brand
Man Therapy
Targeted Regions
  • Global
Marketing Objective
Launch Date
July 9, 2012

The Team

  • Cactus www.sharpideas.com/
  • Norm Shearer, Creative Director
  • Joe Conrad, Founder & Strategic Director
  • Kate Schmitz, Interactive Director
  • Jorge Lamora, Senior Designer
  • Elliot Nordstrom, Copywriter
  • Austin Lliteras, Developer
  • Laura Rich, Interactive Associate Producer
  • Brooke Warren, Senior Broadcast Producer
  • Amanda Stowell, Account Supervisor
  • Summer Hershey, Account Supervisor
  • Mike Lee, PR & Social Media Director
  • Joe Mease Creative www.joemeasecreative.com/
  • Joe Mease, Developer
  • Sean Leman www.linkedin.com/pub/sean-leman/8/93a/864
  • Sean Leman, Film Director
  • John Johnston Photography www.johnjohnstonphotography.com/
  • John Johnston, Photographer
  • Man Therapy
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The Stats

  • 18 team members working on this project
  • 2280 total hours spent on this project
  • 12K took quiz

The Results

In just 3 months we’ve seen over 100,000 visits to the site, over 12,000 people have taken the quiz and over 8,000 have clicked on the resource hotline. Over 100 people have sent unsolicited feedback and stories of how this site has helped them. The campaign has garnered numerous awards and press with The NY Times, the FWA, Nation’s Health News and NPR to name a few. But most important, an innovative new tool using technology is helping people improve their mental health. Man Therapy is helping men in a very real, very powerful way and that’s the best result we could have ever achieved.

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