Page 66 - AdNews magazine Mar-Apr-May 2023

The Hallway
SOCIAL RESPONSIBILITY/ PRO BONO AWARD WINNER
The Hallway won the Social Responsibility/Pro Bono Award for ‘Boys Do Cry’ for Gotcha4Life.
Finalists: Dentsu Creative (‘Subject Zero’ for Charles Sturt University); The Monkeys, part of Accenture Song (‘Empower Moves’ for UN Women Australia); and BMF
(‘Holding out for Help’ for Australians for Mental Health).
Judges said: “This was a stand out entry for the judging panel. The judges loved the campaign insight, tapping into what we know about men. Judges were impressed with the clear articulation of out- comes, and how they felt bigger
than a ‘one and done’ campaign. The campaign stood out because of its execution through song cre- ating ‘free media forever’ with most of the judging panel agreeing they aren’t able to listen to the original song without immediately thinking of the messaging behind the campaign.”
The Hallway: “Male suicide is Australia’s #1 public health problem for men. Statistics show that 1 in 8 men will experience depression in their lifetime and 1 in 5 will suffer from anxiety. But Australian men are notoriously reluctant to reach out for help and talk about their feelings when they’re struggling.
“Instead, they try to ‘man up’ and keep their problems to them- selves. The consequences of this are horrifying: every day in Australia an average of seven men take their own life. Our objective was to get men to actively re-eval- uate their perceptions of “manli- ness” and normalise men talking
Boys Do Cry