The campaign — led by Gents Barber Shop and workspace provider Mountain Club — has involved six events run by a ‘Queenstown Family’ of businesses.
These include breath-work sessions, social gatherings like whisky tasting and health workshops hosted by OC Health Clubs, QT Queenstown, Canyon Brewing, Gents and Lake Hawea’s TwoSix Wellness.
Gents owner Henry Brain feels "New Zealand still largely suppresses mental health issues".
"I think this place on a surface level is a great place to live, but underneath all of that is a struggle with mental health."
As "a close customer-service business" with about 450 men through the doors every week, "we can have a large part to play in the men’s mental health game by just opening up to guys and talking to them".
"This year I hit up Paddy [Klutz] from Mountain Club and said, ‘let’s do something together’.
"I think we can have a much larger contribution together, bringing in as many businesses as possible."
Klutz adds: "I think what motivates us is the power of this community coming together, and the more we come together, the more change we can make, especially for an issue like mental health."
Tickets for next Thursday’s ‘grand finale’ — from 5.30pm till late — are $100 a head, which includes a dinner and welcome drink, an auction called by local Harcourts agent Mitch Martin and entertainment featuring local DJs.
There’ll also be a judging session for men who’ve grown ‘mos’ this month.
Tickets via Humanitix.