Men, let’s face it: All the chest hair in the world isn’t a deterrent for those of us who suffer from chronic depression.

So, in a new campaign and PSA from Denver-based agency Cactus in partnership with the Carson J. Spencer Foundation and the Office of Suicide Prevention, Colo. Dept. of Public Health and Environment, a Ron Burgundy/Ron Swanson hybrid named “Dr. Rich Mahogany” (after a line from Anchorman) is here to assure us that seeking therapy won’t harm your masculinity. In fact, a visit to ManTherapy.org will prove to those of us that carve our own houses out of a single tree that there’s a manly way to deal with suicide prevention.

Included in the campaign are a variety of outdoor and print ads that give manly definitions for every day occurrences. So, next time you deal with depression, try pooping for a while. If it doesn’t help, visit the campaign’s website to learn more and get a high-level diagnosis from Dr. Mahogany himself. View more of the ads after the jump.