When the world says, “men don’t cry,” Joanna Przetakiewicz responds, “men also suffer, remain silent, and—unfortunately—sometimes leave.” Her latest campaign, “12/15,” is not just another image project. It is an emotional storm that strikes directly at the taboo surrounding men’s mental health.
Every day in Poland, 15 people take their own lives – 12 of whom are men. These numbers carry with them a great deal of pain, silence, and despair. It is to them that Joanna Przetakiewicz directs her appeal – to give them a voice, support, and space to speak.
Behind the scenes of the “12/15” campaign: from idea to performance
Work on the “12/15” project took months – consultations with psychologists, scientific data, social analyses, and creative visual concepts. Renowned institutions collaborated on the project, including SWPS University, the Polish Academy of Sciences, and marketing agencies that got involved pro bono: VML and SEC Newgate CEE. The official launch of the campaign took place on June 11, 2024, at Bohema2.8 in Warsaw. Guests, thinking they were going to see a fashion show, were confronted with a performance – 12 men, one after another, falling into a symbolic abyss, representing suicide victims. This provocative image was a metaphor for the invisibility of suffering. In this way, the designer wanted to draw attention to the fact that isolation and mental suffering can be invisible even to those around us.
The event was attended by government representatives, including Health Minister Izabela Leszczyna and Education Minister Barbara Nowacka, who officially declared their support for the initiative. During the speeches, it was announced that in 2024, PLN 4.2 billion from the state budget and EU funds will be allocated to improving mental health care in Poland. In its first phase, the campaign reached nearly 10 million recipients, which shows that its messages resonated with the public.
The “12/15” campaign has several key imperatives:
- Normalization of conversations about mental health crises – especially among men, who are often denied the right to be sensitive.
- Education and access to help – a website (koalicjaprzeciwkosamotności.pl) has been launched with a database of specialists, support groups, and relevant materials.
- Local activities and social dialogue – club meetings as part of the Era of New Women, events such as “Crisis Coming Out,” a series of talks entitled “Life Anew” broadcast on the VIVA channel, featuring well-known people who talk about their crises and how they coped.
- Maintenance of constant media presence and social pressure on public institutions – so that the problem does not disappear after the media hype.
Why it matters: a broader perspective than the campaign
“12/15” is not just a media project—it is a wave of appeal for social reflection on how we treat emotions, mental health, and the support of loved ones. At a time when loneliness, the pandemic, economic uncertainty, and social pressure are exacerbating mental health challenges, initiatives such as this one are crucial. Joanna Przetakiewicz shows that social responsibility is not an add-on to business – it can be at its core. This is not just a manifesto – it is a call for us to listen to each other more, to notice and respond. Let’s not leave those who are suffering in silence.
Source: https://www.elle.pl/lifestyle/12-15-najodwazniejsza-kampania-roku-joanna-przetakiewicz-mowi-o-tym-o-czym-inni-boja-sie-mowic/
