On The Low Down
Men’s Mental Health Initiative
Through sincere, direct conversations and forums, On The Low Down (OTLD) shows compassion and enthusiasm for men’s mental health and looks to equip men with the tools they need to deal with life’s difficulties in the modern world.
The program looks to reframe emotional experiences and stories to draw strength and learn from alongside the use of modern, relatable metaphors.
The brand needed to be flexible across both metro and regional channels but maintain consistency in application. The requirements included being modern, bold, simple, avoiding challenging the customer, (as puzzling branding may disengage) but still intriguing enough to follow.
It needed to be approachable, whilst still portraying men and mental health in a positive light with the themes of emotion and strength. Simplicity was integral given the content was the hero and the incredibly wide age and socio-economic bracket of those use the program.
Through extensive development, the concept of the ‘unfolding man’ and thus, the ‘unfolding brand’ was conceived which served as the appropriate metaphor in a number of ways. It resembled the dynamic nature of the openness of someone to sharing their emotions but then ability to ‘fold down’ when they saw fit.
It is also an objective of the business to be informative in its approach, to provide men dealing with mental health issues guides to navigate this modern world and the concept of folding down and taking away knowledge to then store for future use was incredibly meaningful.