Client: Era of New Women Foundation
Every day In Poland, 12 out of 15 suicides are committed by men. To help prevent this, together with Joanna Przetakiewicz - founder of the Era of New Women Foundation, the second most influential NGO in Poland - we established the Coalition Against Loneliness: a cooperation platform bringing together NGOs, academic and medical communities, as well as the Ministry of Health and the Ministry of Education. The initiative was sparked by a PR stunt – the 12/15 show, where with the pretext of presenting a menswear collection of the brand LAMANIA, 12 men stepped onto the runway only to fall into a “black void.” The performance served as a powerful introduction to raising awareness of the issue and launching a grassroots campaign in which men shared their “crisis coming-outs,” normalising asking for help and speaking openly about their mental health. The call was answered also by the Minister of Health, I. Leszczyna, announcing a shift in government priorities and the allocation of 4 billion PLN (equivalent to USD 1.2 billion) to Polish psychiatry – a record investment in mental health.
