A darkly humorous new mental health campaign is stopping Londoners in their tracks – and, in some cases, at urinals – urging the public to “Adopt a Middle-Aged Man”, a tongue-in-cheek call to action with a life-saving message.
Launched by Men’s Minds Matter ahead of International Men’s Mental Health Day (19 November), the campaign highlights the UK’s hidden suicide epidemic among middle-aged men aged 40–54 and encourages Londoners to check in, connect, and help prevent lives being lost.
A Crisis Hiding Across the Capital
Middle-aged men aged 40–54 remain the group most at risk of suicide in the UK, with men accounting for 76% of all suicide deaths in 2023 (ONS). Many appear stable while struggling silently.
In London, the campaign’s bold ads are displayed in high-footfall locations, including:
Old Street (Great Eastern Street)
Marsh Wall, Canary Wharf
West Cromwell Road, Hammersmith
Blackfriars Road
Whitechapel Road & Whitechapel High Street
Kings Cross Road
Waterloo Road
East Hill, Wandsworth
These sites aim to catch the attention of commuters, shoppers, and passersby in the heart of London, prompting conversation about the men in their lives who might be struggling in silence.
Dr Luke Sullivan, a clinical psychologist and co-founder of Men’s Minds Matter said,
“Too many men in mid-life find themselves invisible – emotionally isolated, socially disconnected, and going under the radar until crisis hits.”
“Data shows that men in distress are still not being recognised or treated fairly enough. This campaign is all about changing that. We want everyone to see the man in front of them, whether that’s a friend, colleague, or relative.”
A Playful Idea With a Serious Purpose
Inspired by “Adopt a Penguin” schemes, the campaign’s ironic adverts can be seen on billboards and in urinals across the UK in the run-up to Christmas, a time when loneliness and financial stress often peak.
Dr Sullivan adds,
“We wanted to be deliberately ironic and provocative with these ads to get people’s attention. We want to stop passersby in the street and open up conversation, getting people thinking about the middle-aged men in their life.”
“Supporters of the campaign can symbolically ‘adopt’ a middle-aged man by making a recurring monthly donation, or simply by checking in and listening to the men around them. We have a new Men’s Minds Matter website, which offers free guides on spotting signs of distress and supporting friends in need.
Nigel Sanderson, director at Men’s Minds Matter has lived experience of depression and suicide, commenting,
“Having lived through depression and a suicide attempt myself, I know how easy it is to disappear from view.”
“In your forties or fifties, you might still be functioning – working, parenting, keeping up appearances – but inside you’re falling apart. The idea behind this campaign is cheeky, yes, but the message couldn’t be more serious: we need to look after each other before it’s too late.”
A Call for Change
With this campaign launch, Men’s Minds Matter is calling for:
Better early intervention for men showing signs of distress, even if they don’t present in traditional ways.
Workplace engagement, to identify and support employees at risk.
Public awareness, to challenge stigma and normalise talking about mental health.
A national conversation recognising that men need help – and that support can save lives.
Dr Luke Sullivan, said,
“We’ve created a society where men in their forties and fifties often feel like they should just cope, but many can’t, and they’re dying as a result. We need to move from crisis response to prevention – and that starts with visibility.”
Dr Luke Sullivan Explains How Londoners Can Get Involved:
In addition to checking in with friends and family; workplaces, communities, and individuals can,
Adopt a middle-aged man on Men’s Minds Matter’s website
Donate or volunteer with men’s mental health organisations
Share the message using #AdoptAMiddleAgedMan on social media
