If you were raised with ideals such as ‘boys don’t cry' and ‘man up’, it takes a lot of courage to open up to someone else. Mansjouren is a non-profit organization that supports men who experience a tough time in life by giving them the space to put their feelings into words.

We helped Mansjouren to promote their new, and very first nationwide online counseling group for men. The campaign was visible as print and banner ads in one of Sweden’s largest daily newspapers, Aftonbladet.

We targeted two different groups with our messages: men who feel the need to talk to someone, and professionals (e.g. in health care) who meet men in need of counseling.