Man Therapy wants men to Shoot the Sh*t in its latest suicide prevention campaign [Video]

In support of Suicide Prevention Month, Denver-based creative agency Cactus has announced the rollout of a new video ad for its Man Therapy platform.

The 60-second video, dubbed ‘Shoot the Sh*t,’ takes a lighthearted approach on addressing mental health among men, and specifically, gun owners.

The ad features Dr. Rich Mahogany, a therapist character Man Therapy developed to connect with men, going to a shooting range to take a mental health assessment test. Instead of answering the test verbally or in writing, Mahogany shoots bullets at the answers — aiming to encourage men who have historically struggled to seek help for stress, anxiety, depression and other issues.

Originally launched in 2012 in Colorado, Man Therapy has three main goals: to break down the stigma around men’s mental health, boost help-seeking behavior among men, and drive down suicide ideation rates, according to Cactus CEO Joe Conrad.

The platform was started amid increasing suicide …