Looking for the ‘active ingredients’ in a men’s mental health promotion intervention

Objective:Man Up is a three-episode documentary in which Sydney radio personality, Gus Worland, explores the relationship between masculinity and suicide. Our evaluation of Man Up suggested that it changed attitudes, intentions and behaviours that place men at risk. This paper aimed to identify the ‘active ingredients’ responsible for these outcomes. Method: We analysed comments from those who had participated in a randomised controlled trial (RCT) or an online survey as part of our evaluation or had emailed us via the Man Up website. We also analysed reactions to Twitter and Facebook posts about the show. We ranked the top five themes emerging from each data source. Results: Particular scenes seem to strike a chord with audiences (e.g. a workshop with high school boys, the development/screening of a campaign ad called Man Up, Speak Up). The emphasis on men showing emotion and facts and figures about male suicide also appear important, as do representation by rural men and those who have lost a man to suicide. Discussion: The above segments and topics have credibility as the ‘active ingredients’ of Man Up and could form the core of a shorter version of the show. Our findings have implications for others developing media-based mental health promotion programs for men too. They suggest that messaging is likely to achieve positive results if it relates to men in meaningful ways, recognises the societal pressures that operate on them, does not simplify complex issues like suicide, and combines heartfelt stories with scientific data.