“We’ve all seen the usual kind of male mental health appeals hundreds of times by now,” Jack Rooke says, sighing. “It’s a shaven-headed hardman, or someone very laddish or a sportsman, sitting in the dark. He’s clearly unhappy but he can’t open up, so he just struggles on in silence. And then comes the message: ‘men, you have to talk'.”

He pauses. “Now, that’s all well and good. We should be encouraging men to talk, but the message just isn’t enough anymore, and we’ve been saying it for a long time. The question now is: what do we do next?”

A comedian, writer and campaigner, Rooke is starting what he calls “the next level” of the male mental health conversation. Progress has been good, he says, but the emphasis now needs to shift.

“The last few years have been brilliant for breaking down stigma, from Stephen Fry right at the start to all the celebrities recently who admit to having their struggles. But if we keep on simplifying it and not giving men options in who to talk to and what to do, we’re in danger of missing a chance to make a real difference. We could get stuck.”

Rooke knows the complexities of the topic. Now 27, he has spent the better part of five years working in various roles for the charity CALM (Campaign Against Living Miserably), has suffered from mental health problems himself, and he’s explored the topic in his comedy work – most recently in a series of short BBC3 documentaries.