“Rather than trying to change hundreds of years of social norming . . . we decided instead to try to meet men where they were.” When Cactus and Grit Digital Health Founder & CEO Joe Conrad and Jarrod Hindman from the Colorado Department of Public Health set out to address rising suicide rates in working-aged men, they quickly realized that flipping the script on mental health was the most effective approach. This article in New York Times highlights how our innovative approach with ManTherapy.org, and our partnerships with amazing people like Sally Spencer-Thomas, have spent a decade helping millions of men rethink their mental health.