‘Un-mute’ message released for World Suicide Prevention Day

Cummins&Partners has teamed up with the Movember Foundation for World Suicide Prevention Day to raise awareness of men’s health and encourage people to really listen to what their friends are saying.

The resulting ad is disguised as a muted fishing instruction video with the subtitles not matching the words coming out of the host’s mouth.

Instructing people to mute the start of the ad and read the subtitles, when people are asked to switch the sound back on the man is talking about how he is feeling down and needs to seek help, not fishing.

Research conducted for the ad shows that 70% of men say they are ‘there for their friends’ when they need support, however, only 40% are willing to seek help themselves.

Doogie Chapman, creative director at Cummins & Partners, said: “We are constantly looking for ways to inspire these much needed conversations amongst men, and the response to-date has been extremely gratifying and generous.”


  • Client: Movember Foundation
  • Production Company: Revolver/Will O’Rourke
  • Director: The Glue Society’s Paul Bruty
  • Managing Director/Executive Producer: Michael Ritchie
  • Executive Producer/Head of Project: Josh Mullens
  • Producer: Jasmin Helliar & Isabella Vitelli
  • Director of Photography: Jason White
  • Post Production: The Glue Society Studios
  • Editor: The Glue Society’s Luke Crethar
  • Colourist/Online Editor: Scott Stirling
  • Sound House: Otis Studios
  • Agency: Cummins&Partners Melbourne
  • Creative Director: Doogie Chapman
  • Senior Art Director: Connor Beaver
  • Copywriter: Adam Slater
  • Head of Broadcast: Chris Moore
  • Strategy Director, Connection: Johnny Corpuz
  • Senior Integration Manager: Lauren Peat
  • Digital Strategist: Zac Martin
  • Digital Planning Manager: Georgia Pedersen
  • Integration Manager: Rachel Linacre

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