• by Fern Siegel , October 1, 2024

Men who own handguns are eight times more likely to die of self-inflicted gunshot wounds than men who don’t, according to a Stanford research study.

“Shoot the Shit,” latest iteration of the Man Therapy platform, uses humor to define positive masculinity and offer resources for men in crisis.  

The 60-second spot, from Cactus, opens with a Dr. Mahogany, who states: “According to science, 10 out of 10 men have feelings.” However, he explains that some men struggle with them or how to express themselves. Then he introduces Man Therapy’s shootable mental-health assessments, putting big issues men face in the crosshairs.

The ad ends by encouraging men to head to ManTherapy.org if their results are different than the doctor’s — or if they feel “a little off target.” 

There are also OOH posters, social and digital components. The work runs through October.

Denver-based Cactus partnered with gun ranges to send a message to gun owners: take your mental health as seriously as firearm safety. In the U.S. in 2023, 27,300 people died by suicide using a firearm. Most involve handguns.

Cactus is also distributing the targets IRL to gun ranges across Colorado. The targets will be available to purchase online. 

“Over a decade ago, we launched Man Therapy to tackle the stigma around men’s mental health with humor and a direct approach. Since then, we've seen its powerful impact in breaking down barriers and encouraging men to seek help,” said Joe Conrad, CEO of Cactus. “With ‘Shoot the Shit,’ we’re addressing one of the most sensitive topics yet — firearms. By partnering with gun ranges, we’re inviting the community of gun owners into this conversation, not pushing them away.”