Man therapy: A web-based approach that uses humor to increase help seeking and prevent suicide among men

In 2010, 43% of suicide deaths in the US were men ages 25-54, who are four times more likely to die by suicide than women. Research shows that men are less likely to access mental health services, and traditional approaches to reaching men with suicide prevention messages have been mostly unsuccessful. A review of literature and a thematic analysis of interviews with men, identified the following strategies for reaching high-risk men: take mental health language out; show role models of hope and recovery; share stories of men who have gone through tough times and are now thriving; connect physical symptoms with emotional issues; meet men where they are; offer opportunities to give back; coach the people around men on what to look for and do; give men a chance to “fix themselves.” Together with key partners, the Colorado Department of Public Health developed a Website and communication campaign called Man Therapy. The goal is to show men that getting help is masculine. The campaign's strength is its humorous approach through a fictional “therapist” named Dr. Mahogany, who is a no-nonsense man's man. At the center of the campaign is a web portal that allows men to interact with Mahogany, do a self-assessment, and get “manly mental health tips.” When men indicate high levels of distress, Mahogany refers them to the Suicide Prevention Lifeline or “the Pros”. Testimonial videos show men that have triumphed over significant life challenges. More than 160,000 have visited since July 2012, and evaluation results are promising.