It’s Not Always Obvious, is a male mental health campaign that encourages men to talk to and look out for their mates and provides helpful information for people struggling with mental health. By letting men know that mental health problems are not always obvious, by encouraging men to look out for and talk to their mates and by reinforcing the fact that real men talk about mental health, this campaign aims to further the changing of attitudes so that men feel comfortable dealing with their mental health in a healthy way. It does this through the use of viral videos and posters raising awareness and by providing helpful information to those struggling in an engaging way.