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Childline is trying to empower boys to seek support for suicidal feelings in a new campaign created by Don't Panic.

The video uses a BuzzFeed-like listicle theme and begins by showing humorous scenes of things boys don’t talk about, from drinking milk out of the carton to re-wearing dirty clothes. But it takes a more serious turn as the boy in the film wrestles with suicidal thoughts. At the end he contacts Childline to talk.

Christopher Ross-Kellam, Tom Loader, Benedict Lack and Samuel Waters created the ad at Don’t Panic, and Luke Seomore and Joseph Bull directed it through Somesuch.