Because of traditional ideas around masculinity, young men are among the least likely demographic to seek mental health support.
To help support change, Maxibon partnered with Beyond Blue to launch the Maxiboxers, branded boxers directing 100% of their proceeds to services specifically supporting men’s mental health.
The campaign focused on awareness and education, showing young men how to reach out for help and support their friends as well.
For this campaign, we backed “memes with meaning” and created over 20 social ads that directly aligned with Beyond Blues teachings and core messaging. Since men’s mental health can be a tricky topic, this approach kept things more receptive, giving blokes a nudge to check in on themselves, while also helping them spot when their mates might not be doing too well.
Maxiboxers sold out and quickly became one of our most popular launches. Thanks to the incredible support, they’re now a permanent way to give back, with every purchase helping support men’s mental health services at Beyond Blue. Get yours HERE