Icon Agency signs long-term partnership with men’s mental health charity
Icon Agency’s social and behavioural change division, The Change Collective, has partnered with preventative mental health and emotional intelligence charity The Man Cave, using its expertise to create authentic campaigns to engage young men.
The long-term partnership will see The Change Collective deliver communication programs that extend the work of The Man Cave, with aims to increase the health and well-being of young men.
For ten years, The Man Cave has worked nationally with young men, creating safe spaces to discuss masculinity’s unique challenges and opportunities.
Preventative approaches to issues such as violence against women, mental health, suicide and harm reduction around gambling, alcohol and other drugs are becoming increasingly prioritised, according to Hunter Johnson, CEO of The Man Cave.
“Culturally, we are at an inflection point for masculinity, which I think is very exciting,” he said.
“The question is, what next? What behaviours do men need to let go of? What behaviours and attitudes do they want to evolve into – both for their betterment and for the betterment of the communities around them.”
The partnership will see the two teams share resources, insights and expertise to deliver behavioural change programs for state and federal government departments, as well as work with not-for-profits and consumer brands to create advertising that helps address unhelpful gender stereotypes and the impact that can have on mental health.
Johnson continued: “I’ve known Icon’s team for many years and appreciate the rigour and approach they take in addressing some of the issues that relate to masculine identities. The Man Cave’s team are thrilled to be working with Icon and are looking forward to what we can achieve with this partnership.”
Head of The Change Collective, Mat Crompton, concluded: “The Man Cave has unique insights into the behaviours and nuanced experiences of young men in Australia, a typically hard-to-reach audience. This partnership allows us to combine these insights with our expertise in behaviour change programs to create authentic campaigns that will resonate and engage young men.”
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Hunter Johnson
Icon Agency
Mat Crompton
Men's Mental Health
Mens Health
mental health
The Change Collective
The Man Cave
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