The past week has seen the launch of the nationwide Boys Do Cry campaign, with the central tenet of the campaign a rework of the famous ‘Boys Don’t Cry’ song by English rock band The Cure.

The music video accompanying the song sees a choir of 30 men from diverse communities singing in a circle, challenging traditional masculine stereotypes, and encouraging guys to reach out for help and check in on their mates.

Created by advertising executive Simon Lee of The Hallway, the campaign involves the video, posters, ads and a website, and challenges the stigma that manning up is about controlling your emotions. Instead it encourages men to be vulnerable with their emotions and that strength is found in coming forward and speaking about it, not holding it in. 

Do share the video with all the men in your life, it's special...