Problem
Millions of men in the U.S. suffer from depression, yet many go undiagnosed and unsupported due to the stigma around men’s mental health. Social expectations often pressure men to stay silent, masking their pain behind a facade of normalcy.

Insight
Depression doesn’t always look like sadness. Many men show up to work, socialise, and smile — all while battling invisible symptoms daily. Just because you can’t see it, doesn’t mean it’s not there.

Solution
To bring visibility to silent suffering, this campaign places the symptoms of depression directly onto a calendar — a metaphor for how mental illness quietly marks each day. By making the invisible visible, the campaign challenges stigma, encourages open conversations, and reminds men that it’s okay not to be okay.