SAVE A MATE. BE A BEST MAN.
A bold mental health campaign reframing male friendship as a lifeline.
THE SETUP
On World Mental Health Day, The Drum brought together creatives, strategists, and changemakers across the UK, US, and Singapore to launch real campaigns with lasting social impact. One challenge stood out: how do we destigmatize men’s mental health in a way that resonates emotionally, culturally, and visually?
Men are far less likely to talk about their emotions yet suicide remains the leading cause of death for men under 45 in the UK. The question we faced:
How can we spark honest conversations between men without making them feel vulnerable or awkward?
How can we spark honest conversations between men without making them feel vulnerable or awkward?
THE CHALLENGE
Most mental health campaigns speak to men, not with them. The tone often feels clinical or preachy. To actually make an impact, we needed a creative approach rooted in trust, familiarity, and shared identity.
THE IDEA
The Best Man Project used a powerful metaphor:
The “best man” at a wedding the one guy who stands by your side, makes you laugh, holds you accountable, and has your back.
The “best man” at a wedding the one guy who stands by your side, makes you laugh, holds you accountable, and has your back.
We took that concept and turned it into a campaign that invited every man to be a better friend not just on the big day, but every day. It gave men permission to check in, speak up, and support each other in a way that felt real.
HOW IT WORKED
• The campaign launched on Do It Day, an event by The Drum focused on creative action for good
• Partnered with CALM (Campaign Against Living Miserably), a UK charity fighting male suicide
• Created a bold visual identity and tone of voice built around humor, honesty, and brotherhood
• Released a video series featuring men like Prince William, Rio Ferdinand, Loyle Carner, Roman Kemp,
and Humza Arshad opening up about their friendships and mental health
• Designed modular content for social media, event materials, and awareness campaigns
• Built a campaign that men could recognize themselves in—visually and emotionally
• The campaign launched on Do It Day, an event by The Drum focused on creative action for good
• Partnered with CALM (Campaign Against Living Miserably), a UK charity fighting male suicide
• Created a bold visual identity and tone of voice built around humor, honesty, and brotherhood
• Released a video series featuring men like Prince William, Rio Ferdinand, Loyle Carner, Roman Kemp,
and Humza Arshad opening up about their friendships and mental health
• Designed modular content for social media, event materials, and awareness campaigns
• Built a campaign that men could recognize themselves in—visually and emotionally
WHAT I BROUGHT
Creative Strategy | Visual Design | Ideation | Emotional Problem Solving
• Co-led the creative direction during The Drum’s Do It Day
• Crafted the visual language and storytelling arc of the campaign
• Translated CALM’s core mission into emotionally compelling content
• Designed a system that could work across digital, event, and press formats
• Focused on creating a safe and empowering creative space for men to express themselves without shame or pressure
• Co-led the creative direction during The Drum’s Do It Day
• Crafted the visual language and storytelling arc of the campaign
• Translated CALM’s core mission into emotionally compelling content
• Designed a system that could work across digital, event, and press formats
• Focused on creating a safe and empowering creative space for men to express themselves without shame or pressure
SHOW IT HOLDS UP
• Supported and amplified by high-profile figures: The Duke of Cambridge, Rio Ferdinand, and other prominent male voices
• Reached millions across platforms via video content, articles, and social media
• Used by schools, charities, and organizations to spark real-life conversations about mental health
• Became a flagship campaign for CALM and a case study in ethical marketing done right
• Reached millions across platforms via video content, articles, and social media
• Used by schools, charities, and organizations to spark real-life conversations about mental health
• Became a flagship campaign for CALM and a case study in ethical marketing done right
SHOW IT FLEXES
• Adapted into school programs, social group discussions, and HR workplace initiatives
• Inspired follow-up conversations and campaigns using the “best man” theme
• Proven format to address male mental health without stigma or shame
• Has long-term potential as a model for cultural campaigns that blend ritual + emotional honesty
• Adapted into school programs, social group discussions, and HR workplace initiatives
• Inspired follow-up conversations and campaigns using the “best man” theme
• Proven format to address male mental health without stigma or shame
• Has long-term potential as a model for cultural campaigns that blend ritual + emotional honesty
WHY IT MATTERED
Because men talk differently.
Because sometimes, all it takes is a mate saying “How are you, really?”
Because emotional support doesn’t always come with tissues, it can come with banter, brotherhood, and showing up.
The Best Man Project made emotional care relatable, visible, and masculine without compromise.
Because sometimes, all it takes is a mate saying “How are you, really?”
Because emotional support doesn’t always come with tissues, it can come with banter, brotherhood, and showing up.
The Best Man Project made emotional care relatable, visible, and masculine without compromise.
WHAT I LEARNED
This work showed me the power of emotional design with cultural truth.
Designing for a cause isn’t about the cause itself it’s about how you translate it for the people it’s meant to serve and when we design from cultural truths, we create something people don’t just see, they feel.
And sometimes the best way to say “I love you” is with a joke, a gesture, or just being there.
Designing for a cause isn’t about the cause itself it’s about how you translate it for the people it’s meant to serve and when we design from cultural truths, we create something people don’t just see, they feel.
And sometimes the best way to say “I love you” is with a joke, a gesture, or just being there.
Winning team members: Charlotte Hunt, senior trade marketing manager, ESI Media Chris Goddard, creative director, Splash Worldwide Chris Kemm, digital diretor, Thompson Brand Partners David Shepherd, producer, Krow Communications Gareth Anderson, strategy consultant, CreateFuture Hema Patel, managing director, Only Red Marketing Jo Saker, creative director, Parker Williams Alex Lacoponi, branded content director, Bold Content Video Patricia Leonardo, digital creative, Imagination
