India’s menswear brand, Damensch has initiated a new campaign addressing the often overlooked issue of mental health among men. Launched on International Men’s Day, the week-long #SupportDaMEN campaign sheds light on the societal pressure for men to conceal their true emotions, the company announced in a press release on Tuesday.
Citing a World Health Organization report that revealed a high number of male suicides linked to mental health issues, the brand also released a campaign video illustrating the tendency for men to hide their feelings behind a facade of strength.
The campaign aims to encourage men to break free from societal expectations and express their true emotions. Damensch co-founders Anurag Saboo and Gaurav Pushkar emphasized the need for men to speak up about their feelings, challenging the notion of appearing ‘strong’ at the expense of their mental well-being.
As part of the campaign, Damensch has also partnered with virtual therapy provider BetterLyf, offering men access to virtual therapy sessions to address their mental health concerns. The collaboration aims to facilitate expert guidance and assistance for men seeking support. Additionally, a live session on Instagram is scheduled to further engage with individuals seeking mental wellness or seeking information on mental health issues.
Varun Handa, Founder of BetterLyf, emphasized the importance of breaking social stigmas surrounding men’s mental health and highlighted the need for acknowledgment, awareness, and seeking help. The partnership with Damensch seeks to trigger conversations around men’s mental health and make a meaningful impact in this domain.
This initiative follows Damensch’s earlier #SoSoft campaign, launched two months ago, encouraging men to embrace vulnerability and emotions with a touch of fun and humor.
