HCF Insurance, in collaboration with creative production agency Sherpa, set out to challenge the stigma surrounding men’s mental health through honest conversation and lived experience. The goal was to create a platform that encouraged more open discussion - addressing the barriers that so often prevent men from speaking up or seeking support.
Sherpa approached Saxton to identify and secure the right talent: people whose personal stories could speak to the issue with authenticity and real impact. Former NRL player and author Joe Williams, known for his advocacy in mental health, and entrepreneur Matt Purcell, youth mentor and Keynote speaker focused on resilience, were brought on board to feature in a content series alongside musician Tim Rogers. The conversations were guided by psychotherapist Tony Johannsen.
The campaign centred on a filmed video series, developed as a group discussion. Through open and unfiltered dialogue, the talent explored complex and deeply personal topics including anxiety, bullying, racism, addiction and the pressures associated with masculinity. The format allowed for genuine conversation, moving away from scripted messaging to create something considered and relatable.
Alongside personal storytelling, the series highlighted practical pathways to support, including seeking professional help and tools such as This Way Up’s cognitive behavioural therapy programs. View all resources and support pathways here.
Joe Williams and Matt Purcell also supported the campaign beyond filming, sharing content across their social platforms to extend reach and encourage further engagement.
The result was a meaningful and considered campaign that combined honest storytelling with practical support. By sharing tools and pathways, the series moved beyond awareness to offer real value, while the involvement of trusted voices helped the content reach broad and engaged audiences.
