A brewery in Cornwall is hoping to save lives with a new campaign encouraging men to talk about their mental health.
St Austell Brewery is aiming to direct men to organisations that can support them if they are struggling.
Posters with the slogan 'Don't Flush Your Life Away' are going up in pub toilets across Cornwall to encourage men that "there is strength in getting help".
There's a very personal reason behind the launch of this campaign.
Steve Worrall from the brewery said the team were prompted after losing several employees to suicide.
In our business we have had people that have taken their own lives which is truly devastating for everyone concerned and so we're really keen to be at the forefront of talking about it and de-stigmatising mental health. We know that pubs are the centre of communities so we hope these posters will encourage men to talk.
The posters and beermats, which are being circulated around more than 100 of the brewery's pubs in the county, advise men to talk to friends, visit a GP or call Samaritans.
According to Dr Ruth Goldstein from Cornwall Council, the county has the fifth highest suicide rate in the UK and the authority is determined to encourage people to talk more openly.
There is support out there if you are struggling with your mental health - don't suffer in silence.
The Stay Safe website - can help you look after someone who says they feel suicidal, or help you if you have thoughts of suicide. You can complete a safety plan and get step-by-step guidance on how to support someone who is struggling.
Movember - working towards a world where men and boys take action to be mentally healthy and well.
CALM - the leading movement against male suicide in the UK. Their hotline is open 5pm–midnight, 365 days a year.
Samaritans - available 24 hours a day, 365 days a year for anyone who needs help.
Mind - Get advice on where to go for help, read other people's stories and find the support you need.