Harry’s & Shout leverage Guild’s expertise to encourage men’s mental health conversations
One in four people in the UK will experience mental health problems each year, yet open conversations about men’s mental well-being remain a challenge.
Guild were tasked by Harry’s, in partnership with mental health awareness charity Shout, to engage the male demographic through gaming, promoting their new Talk Squad initiative. It allowed gamers to schedule 1-1 sessions with Shout-trained clinicians while playing popular games.
Objectives
Create a unique gaming and talent activation focused on opening up about mental wellbeing
Promote Shout’s Talk Squad initiative
Leverage a range of male influencers that fit organically into the messaging
Build association between Harry’s and men’s health
Execution
For this activation, we assembled our own ‘Talk Squad’ to provide a compelling production as well as having the reach to draw in a substantial audience.
Consisting of Bateson, StevieWhite, JaackMaate, TN25 and Jae1ee, and hosted by Ian Chambers, the guys discussed their mental health as a group before individually going for a one-on-one gaming session with a Shout clinician.
Playing Fall Guys, the squad would discuss any mental health challenges they have faced or currently are facing, with the aim of promoting Shout’s services. It showed gaming as a conversation starter, providing a safe, relaxed environment for open discussions.
At the Sky Guild Gaming Centre, the activation leveraged the venue’s capabilities - using the lounge for the guys together, the streaming rooms for the gaming sessions - as well as the ground floor space as a watch party to follow proceedings.
Summary of Results
57 sign-ups for one-to-one gaming therapy sessions
60% felt more comfortable talking while gaming
+500,000 impressions across Guild & influencers channels
+61,000 men reached through Talk Squad content on Shout’s social channels
Nick Westwood, Chief Creative Officer at Guild said: “We are honoured at Guild to be involved in such an important cause, one that has not been raised enough, particularly in the gaming space. We hope that Talk Squad will get the ball rolling for a wider conversation around mental health in gaming, whether that is talking things through with your online squad. This initiative will encourage men to talk more about their emotions, and provide them with a more comfortable space to speak in.”
