June is internationally recognised as Men’s Mental Health Awareness Month, a period dedicated to promoting conversations around men’s psychological wellbeing and encouraging support for those facing mental health challenges.
However, in Malawi, the increasing number of suicide cases among men raises an important question: Are stakeholders using the right communication channels to reach those who need mental health information the most?
Statistics and reports continue to show that more men are taking their own lives than women. While there are many factors contributing to this worrying trend—including unemployment, poverty, family pressures, substance abuse and social expectations that discourage men from expressing their emotions—the challenge goes beyond identifying the causes.
The real question is whether awareness messages and support systems are reaching all sections of society, particularly men who stay in rural areas.
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Today, most mental health discussions take place through digital and mainstream media platforms such as Facebook, WhatsApp, X (formerly Twitter), radio and television. These platforms play an important role in spreading information and creating public awareness. However, we must ask ourselves whether these channels are accessible to everyone.
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Malawi still faces a significant digital divide. Many people living in rural communities have limited access to smartphones, internet services, electricity and television.
Although radio remains one of the most accessible communication tools, many awareness campaigns are heavily concentrated on social media platforms, where only a portion of the population can participate. As a result, a large number of vulnerable men in villages may never receive vital information about mental health, depression, stress management or available support services.
I think stakeholders—including government institutions, civil society organisations, health practitioners, religious leaders and development partners—must rethink their communication strategies.
Mental health awareness should not remain an urban conversation. Information must be taken directly to the people. Community radio remains one of the most effective communication channels for promoting mental health awareness, especially in rural areas where access to the internet, television and newspapers is limited.
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Unlike social media platforms, community radio broadcasts in local languages and reaches people directly within their communities.
In Malawi, many stakeholders rely heavily on Facebook, WhatsApp, X and other digital platforms to disseminate mental health information.
However, this approach may exclude a large portion of the population, particularly those who stay in rural areas as they have limited internet access.
Community radio can bridge this gap by providing accessible and culturally relevant information. Through talk-show programmes, interviews with health professionals, listener call-in programmes and testimonies from people with lived experiences, community radio can help reduce stigma surrounding mental health. It also creates a platform where men and women can openly discuss mental health challenges and seek support.
One effective approach would be to revive community-based awareness campaigns similar to those used during cholera outbreaks and other public health emergencies. During such campaigns, vehicles equipped with public address systems travelled from village to village, delivering important messages directly to communities.
This method proved successful because it reached people where they lived and allowed information to be shared in local languages. A similar strategy could be adopted for men’s mental health awareness.
In addition, stakeholders should strengthen community engagement through participatory communication. Unlike traditional communication, where information flows in one direction, participatory communication allows communities to actively contribute to discussions and decision-making processes.
For example, village meetings, community dialogues, listening clubs, traditional leaders’ fora and local radio discussions can provide safe spaces where men openly discuss the challenges they face. Through these interactions, stakeholders can gain a deeper understanding of the realities that are affecting men in different communities, whether they are economic hardships, relationship problems, social pressures, substance abuse or lack of support networks.
Participatory communication can also help reduce stigma surrounding mental health. Many men suffer in silence because they fear being judged or perceived as weak. When communities are involved in open conversations, people begin to understand that seeking help is a sign of strength rather than weakness. Men become more willing to share their experiences, seek support and encourage others to do the same.
Furthermore, involving local leaders, faith-based organisations, community health workers and respected community members can increase trust and acceptance of mental health messages. These individuals often have direct contact with rural populations and can play a critical role in identifying vulnerable individuals and connecting them with support services.
If Malawi is serious about reducing suicide rates among men, awareness campaigns must go beyond social media and urban-centred platforms. Communication strategies should be inclusive, accessible and community driven.
