Reframing how men talk about mental health

Working-age men in high-stress, male-dominated jobs face relentless pressure to stay quiet about their mental health. Most public health campaigns try to break that silence with warnings and statistics—but that’s not how men talk to each other. Instead of telling men to open up, we asked a question they already knew: “You good, man?” 

To ground the campaign in real voices, Reach spoke with 75 Rhode Island men about stigma, emotional suppression, and what support really looks like. The takeaway was clear: they wanted messaging that felt real, not performative—something calm, authentic, and built around reflection rather than pressure.

The creative centered on a restrained, reflective video filmed in real workplaces, with muted tones and ambient sound that mirrored everyday life. Supporting materials across social and digital platforms extended that same authenticity.

Launched in partnership with the Rhode Island Department of Health, the campaign became the foundation for the state’s official men’s mental health hub, YouGoodMan.org. With over 6.7 million impressions, nearly 35,000 site visits (94% from first-time users), and thousands of actions taken, the campaign proved that when messaging meets men where they are—with honesty, humility, and empathy—it has the power to open conversations long left unspoken.

This campaign is recognized by: