A preliminary examination of the "Real Men. Real Depression" campaign

Aaron B. Rochlen, Ryan A. McKelley, Keenan A. Pituch

Research output: Contribution to journalArticlepeer-review

57 Scopus citations


This study reports on a preliminary evaluation of the National Institute of Mental Health (NIMH)-sponsored "Real Men. Real Depression" (RMRD) campaign. Two-hundred-nine men with a range of help-seeking attitudes and gender-role conflict (GRC) reviewed the RMRD brochure, a similar brochure excluding gender references, or a depression brochure currently in distribution at college counseling centers. Results generally suggest similar and favorable evaluations of all 3 materials. However, men with low GRC and negative help-seeking attitudes endorsed more favorable evaluations of the RMRD materials. A qualitative analysis, addressing the most and least helpful components of the brochures, suggested further areas of research and development. The results are discussed in terms of literature addressing marketing mental health to men and barriers to help seeking.

Original languageEnglish (US)
Pages (from-to)1-13
Number of pages13
JournalPsychology of Men and Masculinity
Issue number1
StatePublished - Jan 2006
Externally publishedYes


  • Depression
  • Marketing
  • Men
  • NIMH

ASJC Scopus subject areas

  • Gender Studies
  • Social Psychology
  • Applied Psychology
  • Life-span and Life-course Studies


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