UKTV’s Dave channel is launching a campaign named “Be the mate you’d want”, in association with the mental health charity CALM, which will encourage viewers to reach out, chat to each other and support one another in a bid to tackle male depression and suicide.

The campaign will launch on-air tonight (November 26th) a 9.09pm, with comedian and Taskmaster alum James Acaster lending his voice to a message that will take the place of a traditional advert break.

Luke Hales, director of Dave, said this about the initiative:

“Dave reaches more than 19 million people a month and on average, over 60% of our viewers are men. Research has highlighted that millions of men experience loneliness, but suffer in silence. This campaign is our small gesture for anyone who may be going through a tough time. We hope it will encourage people to reach out to friends who need a reminder that someone is thinking of them and someone cares.”

The campaign will also have a presence off of the telly, with print adverts, radio coverage, social media posts, beer mats, a podcast and some coffee cups all planned for production.

CALM’s Simon Gunning said this:

“Suicide is a problem that affects everyone, so CALM aims to work with the whole of society on campaigns that change culture and encourage help-seeking behaviour. Dave and CALM’s ‘Be the mate you’d want’ campaign will help to promote a positive, proactive and empathetic approach when it comes to mental health. One of the fundamental issues is that, when men are finding things tough or struggling with their mental health, they still face social stigma, so we hope the campaign will create a positive environment where men can feel comfortable opening up to and supporting their mates.”

If you or someone you know is struggling, please know that the CALM website is full of free resources that aim to help. All you have to do to check them out is click here.