Because the objectives of the research were to explore positive strategies rather than negative tendencies, it helps shift the social construct of addressing men's mental health away from stigmatised dilemma and towards optimistic ambition. One particularly interesting finding is that men derive positive emotional benefits from supporting other's with their own mental health. So, listening can be just as powerful a tool as talking.

While there are no ground-breaking findings, the body of research adds to existing literature, just with a different perspective. Because the sample size is quite small, it creates an opportunity for further research to be conducted on a larger scale to further build upon the the 'positive' perspective literature.

Ogrodniczuk, J, Oliffe, J 2010, 'Manning up for men's mental illness', Australian Family Physician, vol. 39, no. 12, pp. 931-932.

This case study was created as an educational resource for Australian general practitioners. It explains how men and women experience and respond to depression in different ways and, in turn, use different language and non-verbal signals to indicate they may be experience mental illness. Men will therefore use words such as 'stressed', 'angry' and 'irritable' instead of 'sad' or 'down'.

The case-study relates back to other literature on the topic, reminding the audience that men are influenced by socio-cultural stereotypes which link mental illness with weakness in men. It is a unique resource in that it does not sought to find any new information, but instead it aims to consolidate dense literary findings and synthesise them into an effective, concise educational paper.

Rice, S, Aucote, H, Parker, A, Alvares-Jimenez, M, Filia, K, Amminger, G 2017, 'Men's perceived barriers to help seeking for depression: Longitudinal findings relative to symptom onset and duration', Journal of Health Psychology, vol. 22, no. 5, pp. 529-536.

This study investigates men's perceived health seeking barriers on the issue of mental health. It's findings suggest that help seeking is hindered by adherence to 'male role expectations' and a general lacking of mental health literacy. While these findings are generally echoed in other literature, this paper calls for a wider education increase targeted towards helping boys and men achieve a greater understanding of mental health issues.

Whittle, E, Fogarty, A, Tugendrajch, S, Player, M, Christensen, H, Wihelm, K, Hadzi-Pablovic, D, Proudfoot, J, Liu, W, Levant, R 2015, 'Men, depression and coping: are we on the right path?', Psychology of Men & Masculinity, vol. 16, no. 4 pp. 426-438.

I found this literature particularly interesting because it provides a critical appraisal of the current body of literature on the topic of mens mental health. It finds that previous research on this topic is generally too broad and fails to explore explicit coping behaviours used by men, thus, falling short of contributing any new information. In my own limited research on this topic, I have found this to be true with many papers simply repeating similar broad brush statements. 

This video seeks to convey a positive message of 'mate ship', encouraging men to be aware of and responsive to the mental health of their friends. By including themes, such as mechanics and boxing, which are stereotypically linked masculinity, the chance meaningful impact on the target audience is increased. Delivering the message with an upbeat and determined tonality works to break the 'doom and gloom' stigma surrounding mental health in men.
In my video, I want to capture the same light-natured approach and 'bloke' relatability which this ad conveys.

In my video, I want to provide the audience with a visual and audio demonstration of the distorted relationship between a mans reality and facade while keeping the content reasonably light hearted and positive. In relation to the videos listed, the message is for men to be responsive towards friends who may be struggling. In my video however, I want to target the person who may be struggling to speak up.

I am going to grab my target audience's attention by creating an enticing and appealing first scene which is typically attractive to the target market - two men having an arvo catch up in a vibrant, upbeat, sun lit, bar with two full beers in front of them. I am going to maintain attention by having fast-paced cut away scenes which will relate back to what is being narrated in the conversation. The visuals will contradict the audio narration which will create conflict of information. This will encourage the audience to maintain attention for the resolution/call to action.

The audience will be able to relate to the two subjects in the ad as they begin their catch up using normal and relatable language to the 25 - 45 male demographic. The target market will want to be sitting at that bar drinking that ice cold beer with lively ambient background noise and bright sun shining through the window. The cut away scenes are going to show normal, 'every day' activities in a light hearted way, even though they are portraying negative emotions.

Desire
I want the target market to initially wish they could be experiencing the same thing as the characters in the video - I want there to be a desire for social connection with a mate. Next, I want the viewer to really relate to the narrative and visual examples of stress/anxiety/anger manifestations. By keeping the design palette relatively bright simple and direct, I want to avoid triggering a negative emotional response in the viewer, rather leaving them feeling empowered to take positive action.

Action
I want the audience to feel empowered and motivated to speak to their mates. The call to action will be to go movember.conversations.com for advice and support on how to start the conversation that could save your life.