Incolink encourages construction workers to ‘Drop The Act’ in new suicide prevention campaign via The Shannon Company

In a bid to normalise construction workers talking about their mental health and asking for help, Incolink, in collaboration with The Shannon Company, has launched a new campaign called ‘Drop The Act’.

The suicide prevention campaign – by leading behaviour change company, The Shannon Company – leverages the insight that construction worker culture is all about men (predominately) who are tough, stoic, and typically don’t share suffering feelings such as anxiety and depression with their co-workers.

Says Erik Locke, CEO, Incolink: “Those in the construction industry are over 50 per cent more likely to take their own lives than people from other industries. This could be due to a number of factors including workload stresses, worn out after years of physical toil on the job, financial pressures, substance abuse, relationship breakdowns, and more.”

‘Drop The Act’ presents audiences with a range of humorous scenarios depicting workers acting super tough to hide their feelings. Their co-worker sees through the façade, they drop the act and come clean about what’s troubling them.

Humour and the ridiculous over the over-the-top nature of the scenarios grab people’s attention but, most importantly, show our audience what needs to be done – be open, have a chat, and lead the person suffering to access help from Incolink’s 24/7 counselling services.

Says David Dumas, group business director, The Shannon Company: “Drop The Act aims to inspire those suffering and peers to work together to connect suffering workmates with the brilliant help that is available through Incolink.”

The campaign is being promoted through Incolink’s social media and provided to their partner organisations – CFMEU, PPTEU, Master Builders and Master Plumbers’ – to share through their channels.

Off the back of the 2019 Incolink suicide prevention campaign ‘Tell Yourself What You’d Tell A Mate’, this campaign is designed to break down the stigma and embarrassment many construction workers feel about mental health and contribute to overcoming the ‘be a man, harden up’ mentality in this industry.”

Incolink members who are experiencing difficulties can contact the Incolink counselling line on 1300 000 129 or if in crisis call Lifeline on 13 11 44 or emergency services on 000.

View the campaign hub – https://incolink.org.au/vic/drop-the-act

The Shannon Company:
Creative Team – Harry Bastin, Jaksen Daddo
Creative Director – Stuart Nightingale
Director – James Shannon
Producer – Beaver
Client service – David Dumas

Incolink:
Christian Bombig – Executive general manager
Peter Giles – Marketing and communications manager
Yvonne Bird – Manager, Mindhealth and programs
Sarah Klitzing – Digital communications specialist
Alexander Gudic-Hay – Marketing and Communications Assistant