The past few years have put a strain on many people’s mental wellbeing, but research from NSPCC-run service Childline has found that boys are five times less likely to talk with Childline’s trained counsellors about their mental health than girls.

To challenge this silence the counselling service wants to encourage boys to open up and talk; this is the inspiration behind the new mental health campaign ‘We All Feel It’

The new campaign developed by Livity aims to encourage young men to open up about mental health by engaging them through their typical hobbies of sports, gaming and social media to inform them they can turn to Childline when they’re struggling with their emotional wellbeing.

Childline and Livity have created a series of content, with footage provided free of charge by Liverpool Football Club, DAZN and Wimbledon to reach young men in places they feel comfortable to let them know they can confide in the counseling service for confidential support.

Insight from the charity found that when boys are having a difficult time, they tend to withdraw socially with gaming platforms, in particular, acting as a safe space. By rooting Childline in their preferred spaces, and cultural references, the campaign acknowledges that young men and boys have their own way of letting off steam but wants to reassure them that if their feelings ever overwhelm them they reach out to Childline for support.

Research from Childline found that boys are five times less likely to talk with Childline’s trained counsellors about their mental health than girls, and even less likely to come to them when they have suicidal thoughts. While Childline found that conversation around male mental health has improved, we must continue to have open discourse to eliminate stimgas and increase visability with national data for England and Wales showing that in 2020 122 boys aged 10 to 19 died by suicide in comparison to 52 girls.

“At Childline, we know how hard it can be for children to speak about their mental health. In particular, it can be really challenging for boys due to the pressures they feel around not showing emotion and appearing strong due to toxic masculinity.” explained Grania Hyde-Smith, Childline Communications Manager, “We wanted to remind all children that sharing their mental health concerns with a trusted adult or a Childline counsellor is a brave thing to do and will enable them to get the help and support they need.”

“We All Feel It” aims to build trust and rapport with young men by showing that Childline understands them. Leveraging the existing healthy, self-soothing behaviours of young men, the creative tells a nuanced, relatable mental health story through familiar content they know and love.

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