Influencing the Conversation About Masculinity and Suicide: Evaluation of the Man Up Multimedia Campaign Using Twitter Data (Preprint)
Marisa Schlichthorst, Kylie King, Jackie Turnure, Suku Sukunesan, Andrea Phelps, Jane Pirkis
JMIR Publications Inc.
BACKGROUND It has been suggested that some dominant aspects of traditional masculinity are contributing to the high suicide rates among Australian men. We developed a three-episode documentary called Man Up, which explores the complex relationship between masculinity and suicide and encourages men to question socially imposed rules about what it means to be a man and asks them to open up, express difficult emotions, and seek help if and when needed. We ran a three-phase social media campaign alongside the documentary using 5 channels (Twitter, Facebook, Instagram, YouTube, and Tumblr). OBJECTIVE ..View full abstract