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Anyone can readily accuse Ehon Chan's "Soften the Fck Up" campaign of lacking subtlety and going for shock value, but that's exactly the point. After all, he wants to save lives with it. The campaign chiefly addresses Australia's rate of suicides -- 80% of whom are men. The problem, says Chan, is that depression, drug addiction, domestic violence, etc., are issues that too many "tough blokes" are afraid to talk about honestly.