A week-long short-form video reel campaign (19th to 23rd January) created with Men Matter Scotland and a group of men from Drumchapel who took on the role of “Wise Elders”. They reflected on what they wish they had known, heard, and been encouraged to do as younger men, and what might have made a difference to their mental health, relationships, and sense of self.
Together, the films reframe strength as emotional as well as physical, challenging harmful gender stereotypes and promoting empathy, openness, connection, and care as core masculine traits.
Campaign schedule & themes
Across the week, we’ll be sharing one video reel per day across multiple social media channels (TikTok, Instagram, LinkedIn, Facebook):
Monday 19 January – Launch (Blue Monday)
A call to reject the idea that “being strong” means staying silent, and to encourage boys and young men to have the #StrengthTo talk about mental health.
Monday 19 January – #StrengthToBeKind (Colin)
Colin speaks about kindness—to yourself and others—and why he now sees vulnerability as one of his greatest strengths as a man.
Tuesday 20 January – #StrengthToFeel (Wullie)
Wullie reflects on how “manning up” and suppressing emotions harmed his mental health, and why he now rejects the idea that men don’t cry.
Wednesday 21 January – #StrengthToTalk (Bob)
Bob shares how carrying everything alone left him isolated, and why he now encourages men to talk, unburden themselves, and seek support.
“Every problem is fixable.”
Thursday 22 January – #StrengthToCare (Paul)
Paul reflects on being a young carer labelled the “man of the house” at 10, and the importance of caring for yourself—not just others.
Friday 23 January – #StrengthToOpenUp (Mark)
Mark describes the relief and empowerment he found in opening up about his mental health.
“Be honest, truthful, get your emotions out – and that will be a better Scotland.”
Each film reel forms part of the ‘Imagine a Man’ intergenerational project and contributes to wider goals around violence prevention, mental health, and positive masculinity.
How you can support
We’d really value your help to:
These stories are honest, hopeful, and deeply relatable, and they have the potential to help other young men see new ways of being, coping, and connecting.