I’m (not) Fine

As everyone knows, when asked how they are doing, men are apt to hide their true feelings behind the words ‘I’m fine’. There is a stigma around talking about their feelings and being vulnerable. It’s just not something they are naturally inclined to do. Calling it ‘mental health’ makes them even more squeamish. 

So how do you get them to share their feelings? Put them in a casual, relaxed setting where they are more likely to open up. So We Are Social Canada took a casual moment, when friends were already together, sharing Pringles, and turned it into an opportunity to have a conversation. 

The prompt took the form of limited edition cans of Pringles with conversation starters inside instead of chips. For these, We Are Social Canada created a new flavor called ‘I’m Fine’. Conversation starters include things like, “How do you handle stress and anxiety?”, or “What are you most insecure about?”

The agency sent its  limited edition Pringles to male influencers, who used them to initiate heartfelt conversations with their friends. These influencers went to their channels to let everyone know that Pringles Canada and Movember had teamed up to raise awareness of men’s mental health. Then they shared footage of themselves taking turns asking each other questions from the ‘I’m Fine’ game. 

In addition, Pringles made a $125k donation to Movember in support of men’s health.