Suicide Prevention with Humor: Man Therapy Campaign

DENVER, CO -- Spoof therapist Dr. Rich Mahogany, the mustachioed and manly -- but yet somehow vulnerable -- spokesman for Mantherapy.org is back! And he's got new resources for “therapy from the creators of pork chops and fighter jets.”

It’s really part of a clever suicide prevention campaign from the Colorado Dept. of Public Health and Environment, initially rolled out in 2012, and gaining viewers worldwide. The campaign uses humor to let men know it’s OK to ask for help “to cope with depression, anger and those moments ‘when worry grabs you by the balls.’”

Dr. Mahogany's character is a cross between a football coach and a brother-in-law, who cleans his office with a leaf-blower and lifts bowling balls for exercise.

The doctor’s gritty reboot includes videos developed for members of law enforcement and the armed services, as well as more interactive activities, such as an 20-point head inspection quiz.

"If we are going to reduce suicide rates among men in Colorado, we simply must continue to spread the message that one of the most manly things a man can do is take care of his mental health," said Jarrod Hindman, deputy chief of the Violence and Injury Prevention-Mental Health Promotion Branch in a statement.

Colorado’s suicide rates are among the highest in the country, and males in Colorado are four times more likely to die by suicide than females, according to a statement from the CDPHE.

“Suicide is complex, and it’s impossible to pinpoint only one reason Colorado’s suicide rates are higher,” said Sarah Brummett, director of the state’s Office of Suicide Prevention. A press release lists some reasons why Colorado’s male suicide rate may be higher:

• Old west mentality: There is a prevailing belief that men who experience a problem should just dust off their boots and move on, rather than seeking help.
• Firearms: Coloradans have easy access to firearms, especially in more rural areas, so men who are contemplating suicide can easily obtain a firearm.
• Higher elevation: Some studies indicate people living at higher elevations have lower oxygen levels, which can affect certain neurotransmitters in the brain that regulate mood.

Since 2012, the site has had 700,000 visits from all over the world and has inspired other state health departments and another similar campaign in Australia. But Colorado’s male suicide rate has continued to increase since 2009.

The department is seeking additional advertising funding to increase awareness of the website.

“We feel like we still have a bit of a hidden gem. Funding would allow us to introduce Man Therapy to a much larger audience of Colorado men,” Hindman said in a statement.

Image: Colorado Dept. of Public Health and Environment