When life gets tough, we're here to listen, support, ride

Male suicides have consistently accounted for approximately three-quarters of all suicides in the UK since the mid-1990s and its on the rise. Bikers historically put out a macho, alpha male persona who can't appear weak. They often hold emotions in. The film presents a typical representation of this before he finds hope and makes a difficult choice to reach out. We see the start of a long journey but one that is on the right path.
Mental Health Motorbike is a charity that offers mental health support to motorcyclists across the UK. Set up in memory of Dale Caffrey, the charity is aimed specifically at bikers who all too often bottle up emotions and their struggles. The charity's aim is to prevent suicides across the country by creating a network of mental health first aiders at local bike garages, cafes and dealers, who can be reached in times of need. The long form ad aims to raise awareness of the struggles many people face, particularly during the pandemic and to motivate viewers to reach out for support. The film presents a middle aged man who is in a deep dark place. He stumbles upon the MHM charity and decides to reach out. The spark ignites when we see him start the ignition of his dusty bike, a beam of light presenting a way forward and the freedom of the road clearing his mind. The path may be windy and not straightforward but the there is hope at the end of the road. Where we meet a supportive mental health first aider.