Answer: Get serious and unite behind the mission, but protect the genesis of the movement. Matt spent several years as part of the team who transformed CALM from principled agitator to respected leader, bringing a maturity which commanded the respect of governmental policy-makers and corporates, and began the normalisation of conversations around men’s mental health.

Matt assisted in the roll-out of a new brand and positioning, contributed creatively and strategically to pro-active and reactive briefs (including ‘Man Dictionary’ campaign, brokered with JC Decaux to use expired ad space FOC, and Heads Together) and partnered with some of the biggest consumer and media brands, as well as an ever-growing roster of high-profile advocates to drive change. Too much work to list.