The American Foundation for Suicide Prevention (AFSP) reports that men die from suicide 3-4 times more frequently than women1. Here in Shasta County, from 2019-2021, males comprise 49% of the population but account for 78% of suicide deaths. Suicide was observed most frequently in men ages 45-64. From 2015 to 2020, 274 people lost their lives to intentional self-injury, and 215 (about 78%) of those lost were male2.

Why do men take their lives more often than women? Several factors come into play. Many depend on the individual, but there are recurrent themes. Some men feel the societal pressure to suppress their emotions, never show weakness, stand on their own two feet, be a provider, and not be a burden to others. These expectations create barriers for men, making it unlikely that they will seek help from friends, family, or professional mental health services when dealing with depression, anxiety, PTSD, or other mental disorders3, 4.

Also, when confronted with suicidal thoughts, men are more likely to choose a method that is extremely likely to end in death, such as a firearm.


The Men’s Advisory Group (MAG) is a committee of male community members who provide feedback on the Captain Awesome ad campaigns, as well as advocate for men’s mental wellness. The MAG ensures that the Captain Awesome campaign resonates with men in Shasta County and is inclusive and representative of all men in our community.

The MAG participants meet quarterly to review local data, share resources, create and evaluate campaign projects, and provide feedback on future Captain Awesome program efforts.