Men don’t respond to typical health messaging, they’re far more likely to listen to a friend, what we refer to as peer-to-peer healthcare. The weekly game is already a ritual of shared wisdom, mutual support and laughter, we leverage this to bring evidence-based health information to the guys.

LRD’s entertaining ‘regular guy’ approach is far better than traditional health care communication initiatives and other projects to normalize health issues with men. We use our non-threating storytelling approach to demonstrate that physical and mental health issues are commonly experienced by all sorts of guys.

Luckily we men can be fairly simple creatures, so using comedy and entertainment has proven an effective way of reaching men and getting them to share content with their friends. LRD is specifically targeted at men between the ages of 35 and 55 who are typically recreational hockey players or professional hockey fans.