Non-profit organisation Beyond Blue has launched a multi-million-dollar campaign to treat the high rate of male suicide around the nation.

The federally funded Man Therapy campaign encourages men to take charge of their mental health.

It features fictional "man's man" Dr Brian Ironwood as the campaign's humorous spokesman for advertisements on TV, radio and online.

Man Therapy's website includes tools to help men recognise the signs of depression and anxiety and seek support.

It also provides a discussion forum for men experiencing symptoms of mental illness.

Beyond Blue chairman Jeff Kennett says the irreverent campaign seeks to urge men to reach out for help.

"When you think for a moment that every week 33 men take their own lives, that in the age group of 14 to 44 the biggest killer of men is suicide, it is an indication that we have a lot to do," Mr Kennett said.

"If this campaign has the effect we think it will have, it will further lower this feeling among so many men now that it is in some way a sign of weakness to reach out for help."

Mental Health Minister Mark Butler says the campaign is not for the faint-hearted.

"It taps into that great Aussie tradition of using humour or taking the piss to deal with issues that are awkward," Mr Butler said.

If you or someone you know is thinking about suicide, call Lifeline on 13 11 14.