Although depression among men is becoming better understood, men still underuse counseling services. Hence, there is an important need for improved ways to reach out to depressed men. This study examined the efficacy of a male-sensitive brochure aimed toward improving attitudes about seeking counseling and reducing the self-stigma of seeking counseling among 1,397 depressed men who had not previously sought help for their depression. Results indicate that the male-sensitive brochure, which incorporated current knowledge from the psychology of men and masculinity and mental health marketing, improved participants’ attitudes and reduced their self-stigma toward counseling. Furthermore, the new brochure improved attitudes and reduced stigma to a greater degree than previously developed brochures. Implications for mental health marketing, practice, and research are discussed.
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