1. Intercepting menA 360 degree approach:character, content and contextDiG Newcastle, Thursday 16th October 2014

2. Therapy so manlyitll put hairson your brain.- Doctor Brian Ironwood. 3. APPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARYmantherapy.org.auDoctor Brian Ironwood PHD. DOMM. DOESNTM. MOMOB 4. Why Dr Brian Ironwood is needed Today in Australia 5 or 6 men will taketheir own lives, every single day Twice the road toll 1 in 8 men will experience depression and1 in 5 men anxiety in their lifetime Highest levels in men aged 35 to 55 Only a third of all men needing it seekprofessional support Beyond Blue Ltd www.beyondblue.org.au 5. Impact on Australian men2,2731 lives lost in 201165,3002 suicide attempts each year1 2011 ABS Cause of Death data 3303.0 (ABS, 2013), preliminary2 2007 National Survey of Mental Health & Wellbeing (ABS, 2008). Beyond Blue Ltd www.beyondblue.org.au 6. What are thebarriers to menseeking support? 7. Study by Hall & Partners OPEN MIND November 2012 Fear or actual experience of stigma Need for control Lack of tools to express themselves orinstigate conversations on mental health Family members and friends key instigators Absence of social support and communityconnections a risk factor Beyond Blue Ltd www.beyondblue.org.au 8. Getting through to men 9. Man Therapy ReframesCurrent Frame New FrameNot on my radar/ dont want to think about it Every man should know/ No one is bulletproofDepression / anxiety only happens to weak flawed people Depression / anxiety is an illness or condition that can strike anyoneDepression / anxiety is woolly and unknown. It is a black hole. Depression / anxiety are diagnosable and treatableYou dont dwell on these things and you dont talk about it you just cope Anxiety and depression are common treatable health conditions we can discussHelp seeking is a sign of weakness and failure Taking action is associated with taking control, staying strongProtecting self is protecting othersHelp seeking/intervention takes place at crisis point Early action is bestDrugs are the only treatment A range of courses of action available, and treatment can be tailored Beyond Blue Ltd www.beyondblue.org.au 10. Man Therapy key messages No man is bulletproof Depression / anxiety is a common condition thatcan strike anyone Know the signs Taking action is taking control, staying strong Protecting self is protecting others Early action is best There are a range of courses of action available,and treatment can be tailoredAPPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARY 11. Website 12. Website 13. APPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARYMan Therapies DIY Health Discussion Forums Recreational Pursuits Health Professionals Guide to mind health Man Stats Man FAQs Other Resources 14. Mind Quiz 18 pointquestionnairecan be printed,emailed or shared Adapted from theK10 the acceptednational clinicalassessment toolAPPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARY 15. Tales of TriumphAPPOINTMENT NECESSARYNO 16. NO APPOINTMENT NECESSARYNO APPOINTMENT NECESSARYNO APPOINTMENT NECESSARYAPPOINTMENT NECESSARYNO PromotingMan TherapyAPPOINTMENT NECESSARYNO Television Radio Digital and social media Twitter Select print Convenience Advertising Partnerships 17. TV 1 18. TV 2 19. TV 3 (15 sec) 20. TV 4 (15 sec) 21. Radio advertisements 22. Press 23. FarmGuide pressCoasterLife-size cut outPrint 24. Con ads 25. APPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARYThe idea We set up the Twitter profile:@DrBrianIronwood Dr Brian Ironwood createdvideo responses to some ofyour man problems. We personalised a videomessage to 20 influential andfamous Twitter users, to start adiscussion about the campaign. 26. Kevin Rudd Prime Minister 1,223,714Tony Abbott Opposition Leader 349,000Hugh Jackman Actor 4,690,000Mark Butler Minister Mental Health 7,952Quade Cooper Rugby, Qld Reds 559,614Michael Clark Aust Cricket Captain 434,143Buddy Franklin AFL, Hawthorn 330,716Dave Hughes Nova Melb, Breakfast 283,091Will Anderson Comedian 266,444Cadel Evans Cyclist 220,323Dr Karl Kruszelnicki ABC Science 186,248Ryan Kwantan Actor 131,031Jason Jordon Perth radio/twitter/blog 74,467David Koch Sunrise; AFL Port Adel. Chair 62,278Darren Lehmann Cricket, Qld coach 45,118Ben Barba NRL, Canterbury 40,638Mark Colvin ABC Radio, PM 35,928Greg Inglis NRL, Sth Sydney 32,513Luke Hodge AFL, Hawthorn 30,862Merrick Watts Triple M Drive, National 30,295Lucas Neil Soccer, Socceroo Captain 22,310Jude Bolton AFL, Swans Captain 19,703Craig Foster SBS Sport, frm Socceroo 17,254Andrew Voss NRL Journo, 2UE 16,481Peter Overton Journalist; bb friend 13,771Brock McLean AFL, Carlton & GLBTI cause champion 18,865Jason Ball bb GLBTI Ambassador 3,997Tom Ballard Triple J Breakfast host, comic 45,248Who was targeted? Beyond Blue Ltd www.beyondblue.org.au 27. Followers Of Dr Brian Ironwoods 3,383followers, Kevin Rudd was the mostinfluential, with 1,296,429 followers. Other top influencers that arefollowing Dr Brian Ironwood are:- @NoH8Campaign (547,687)A Los Angeles based charitableorganisation promoting marriage,gender and human equality.- @DHughesy (306,611)Comedian Dave Hughes- @CampbellClaret (234,261)Alastair Campbell, formerspokesman for Tony BlairAPPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARY 28. Influential Retweets 29. TrendingOn June 27th Dr Brian Ironwood was trending.For a few hours of that day, it indicates that@DrBrianIronwood was one of the top 10 thingsbeing discussed on Twitter in Australia.RetweetsThe most retweets occurred on June 11th 2013.This was the day that we tweeted all of ourinfluencers their personalised video responses.We tweeted 28 times, and 25 of those tweets wereretweeted a total of 189 times. On this day, ourtweets were also favourited a total of 87 times. Beyond Blue Ltd www.beyondblue.org.au 30. Where were people discussing Dr Brian? Beyond Blue Ltd www.beyondblue.org.au 31. Twitter videos 32. You can fix almost anythingwith gaffer tape and WD40 except possibly your brain box- Doctor Brian Ironwood. 33. APPOINTMENT NECESSARYNO NO APPOINTMENT NECESSARYResponse 43% men 18+ and 41% men 30-54 haveseen Man Therapy 691,302 unique visits as a result One third visit 3 pages or more (3.16m) Man Quiz completions 22% Understanding of signs and symptoms inc Likely to take some form of positive action Likely to tell their mates about Man Therapy. 34. Thank youIll leave you with some sage words from Dr Brian Ironwood