The Mindbox is a small and private affair. Many cases have described fathers and husbands keeping their diagnosis a secret from their families. We wanted to respect that, using the inside literature to speak with them personally - which is why there are no posters, fridge magnets or other conventional marketing materials. The slide card has emergency life line numbers for the men to call when they need someone to talk to. By using the language of take action rather than 'get help', we are encouraging the men by telling them that reaching out is not a sign of weakness.