Man Therapy Campaign Racks Up a National ADDY, but Delivers So Much More Than Fancy Trophies
Interview with Joe Conrad | Founder & CEO | Cactus
TAP| What inspired you to jump on board?
JC| Nationally, and in the state of Colorado, men carry the burden for deaths by suicide. Together with the Colorado Office of Suicide Prevention, Cactus recognized a need for a fresh approach created specifically for working age men. We wanted give this campaign the same process and effort we apply to our other consumer branding clients and unleash the power of creativity, innovation and technology to address this issue.
the big ah-hah:
it wasn’t a lack of resources…we weren’t connecting or normalizing self-care.
TAP| How did working on this project change how Cactus does business?
JC| Man Therapy began as a passion project and ultimately opened Cactus up to a world of creative digital solutions that continue to transcend barriers. The Man Therapy team spearheaded another upstream solution that personalized well-being for college students called YOU at College. All of this work has led to the launch of a new company called Grit Digital Health.
TAP| What do you love most about Dr. Rich and The Man Therapy Campaign?
JC| Dr. Rich Mahogany is the personality and voice of the campaign as our “man therapist” in residence. A mustachioed “man’s man,” his disarming humor and blunt approach serve a higher purpose – to make you laugh, let down your guard, and then take a step forward. And most importantly, he’s the hardest working therapist in the world having seen more than 800,000 visitors to his office and dispensing
more than 200,000 head inspections.
Men have feelings too. They’re not just for hippies. — Dr. Rich Mahogony, aka John Arp
One Club for Creativity Denver:
Gold for Interactive
AdAge: Pro BonoCampaign of the Year
Webby Awards: Finalist
Colorado Healthcare Communicators:
2 Gold Awards
Leaf Awards: Gold for Advertising & Multimedia Campaign & Grand Gold Leaf
Google’s Sandbox: Featured
One Show: Merit for Interactive
Suicide Prevention Coalition of Colorado:
Ad Club Denver -The Fifty: 4 Awards
AAF District ADDY Awards: 3 Gold, 1 Silver
AAF National ADDY Awards: Gold
Meet The Team Behind Man Therapy
Founder & CEO
Partner & COO
VP, Creative Services
Creative Technology Director
PsyD, Behavioral Health Specialist
Jarrod T. Hindman
Deputy Chief, Colorado Department of Public Health & Environment
Psychologist, Mental Health & Suicide Prevention Specialist, Carson J. Spencer Foundation