You Good, Man?
2025 | Rhode Island Department of Health
Working-age men in high-stress, male-dominated jobs face intense pressure to stay silent about their mental health. Traditional public health messaging often fails with this audience, either feeling impersonal or too heavy-handed.
You Good, Man reframes the conversation. Instead of leading with statistics or warnings, the campaign opens with a simple, familiar question: “You good, man?” That casual check-in becomes an invitation to pause, reflect, and connect.
Reach grounded the campaign in authentic, local insights.
75 Rhode Island men participated in interviews and group sessions, sharing how stigma and emotional suppression affect their daily lives.
Feedback revealed that men wanted messaging that felt real, not performative, with space for quiet reflection rather than pressure.
The creative centers on a quiet, reflective video, filmed in real work settings, with muted colors and ambient sound. The tone is steady and approachable, mirroring what men told us they needed. All supporting materials—social media content, workplace posters, and digital assets—extend this restrained, relatable style.
The campaign launched in partnership with the Rhode Island Department of Health and became the anchor of the state’s official men’s mental health hub at YouGoodMan.org.
Results:
Over 6 million total impressions
23,950 site visits, 95% from first-time users
28,326 pages viewed and 4,494 on-site actions
Media Coverage: PBN, WPRI, Providence Journal, What’s Up Newp, and the Bartholomewtown Podcast.
Participant Feedback:
“Even just the phrasing—there’s a certain levity to it that I find very relatable. It’s casual, but it opens a door that isn’t easy to open.” — Jarrod
“I really liked that it wasn’t overly emotional. It showed you care without making men uncomfortable.” — Ralph
