This Innovative Men’s Mental Health PSA Isn’t Quite What It Seems

Spot featuring England Rugby World Cup player Joe Marler has an unexpected twist for those who hover over it

This clever spot has a hidden message Campaign Against Living Miserably / CALM

When someone appears to be doing OK on the outside, it can be easy to assume that they’re doing OK on the inside. But that’s not always the case, as this simple but effective campaign film for U.K. mental health nonprofit makes clear.

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.