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The Utah Suicide Prevention Coalition has launched a campaign to persuade men that it's manly to get help when they're depressed or anxious.
The centerpiece of the campaign is a Colorado-based program, Man Therapy, which is in use in six other states.
It's chiefly a website, ManTherapy.org, where fictional character Dr. Rich Mahogany uses humor to talk to men about their mental health while dispelling the notion that needing help is a sign of weakness. Both a spoof of a manly man and a helpful "shrink," Mahogany uses the F-word, although that is bleeped, in the introductory video, and says the site is a place to find "manly techniques to deal with breakups, layoffs and your pain-in-the-ass teenager."
Andrea Hood, suicide prevention coordinator for the Utah Department of Health, said the coalition could find little in the way of campaigns that target men ages 25 to 54. Men in that age group account for nearly half of Utah's 500-plus suicides each year.
Utah had 555 suicides last year, according to the Department of Health. The state ranks fourth or fifth highest in the nation for suicide, Doug Thomas, director of the Division of Substance Abuse and Mental Health, said last week. It's the sixth leading cause of death in the state, and the leading cause of death among children ages 10 to 17.
"There's been this myth [among men] for years that it's a sign of weakness to be facing depression," Hood said. "We want to tear that down and show that seeking help is courageous."
Man Therapy "tackles the stigma," she said.
Those using the site can have an 18-point head inspection — a play on the 18-point inspection for a car — learn coping techniques and get referrals for mental health help near where they live.
The Mahogany character suggests that those in more urgent crises can click on the old-fashioned red telephone in his office. That gives the number for the National Suicide Prevention Lifeline and a crisis chat line for veterans.
The coalition hopes the website will work in Utah as it has in Colorado, Idaho, Wisconsin, Ohio, Pennsylvania and Massachusetts, Hood said. Research indicates that more than 25,000 men have clicked on the national suicide crisis line phone number from the site, and 11,000 have clicked to identify a counselor or therapist.
"I think it's hilarious," Hood said. "I hope it's appreciated here in Utah. If you don't think it's funny, maybe it's not intended to reach you."
The coalition also plans advertisements during radio programs that draw a lot of men, such as sports, and is launching the yearlong campaign in time for "Movember," the November campaign to raise awareness of men's health issues.
"This campaign goes beyond just awareness to really engage men and draw them into the conversation," said Kim Myers, suicide prevention coordinator with the Utah Department of Human Services, according to a news release.
"We feel it is critical to bring this important tool to Utah to reach both men and their loved ones."
Twitter: @KristenMoulton