To raise awareness of the mental health crisis in construction, tradesman Joe Baker ran 5 kilometres every day in May. The challenge was both deeply personal and painfully universal: Joe has battled addiction, isolation, and survived a suicide attempt. He ran for the 7,000 lives lost to suicide in construction over the past decade — a toll equivalent to the workforce needed to build 150,000 homes, 80 schools, and 3 hospitals.
The campaign supported The Lost City, a visual and donation-led initiative that reveals what has been lost to suicide in the sector. With 96% of tradespeople working in isolation and 64% turning to substances to cope, Joe’s story became a rallying cry for visibility, conversation, and funding. The campaign culminated with Joe hitting his fundraising goal — and earning national and trade media attention for an issue too often ignored.
Challenge:
Invisible Mental Health Crisis: More than 7,000 construction workers have died by suicide in the last 10 years. Despite this, mental health support remains critically underfunded and under-discussed in the sector.
Working in Isolation: 96% of tradespeople work alone, heightening risks of loneliness and poor mental wellbeing. The stigma around seeking help remains a persistent barrier.
Substance Use as Coping Mechanism: 64% of those in the industry report turning to drugs or alcohol to manage the emotional toll of the job.
Economic Pressure: Financial stress and inconsistent employment conditions compound the strain on mental health, yet workers often suffer in silence due to pride or lack of access to support.
Key Statistics:
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7,000+ suicides in construction in the past decade.
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96% of tradespeople work in isolation.
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64% use substances to cope with stress.
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The economic loss to the sector due to mental health absence totalled £2.74 billion in the past year.
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73% have experienced mental ill health.
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65% face serious financial pressure.
Action:
Joe Baker — founder of Second City Screed and a construction professional from Bromsgrove — became the face of the campaign. He committed to running 5K every single day in May, symbolising the relentless emotional burden carried by workers across the UK. His story of addiction, recovery, and renewed purpose was shared across broadcast, print, and social media. Joe invited journalists and members of the public to run with him, making the challenge not just visible but participatory.
Assets were created to support ongoing media coverage across the month. These included free-to-use photos and videos of Joe running, suggested interview questions, and links to The Lost City donation platform. In partnership with construction charities Band of Builders and Construction Sport, the campaign positioned Joe as both a storyteller and a symbol for change.
Results:
Significant Broadcast and Print Coverage:
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BBC WM
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BBC Hereford & Worcester
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BBC News Online
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Fix Radio
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Greatest Hits Radio Network
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Hits Radio (including social amplification)
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Bromsgrove Standard
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Birmingham Living
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Construction Management
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Building Design & Construction
Fundraising Target Met:
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Joe hit his donation goal by the final week of May.
Sustained Media Engagement:
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Daily content generated across social platforms, giving the campaign an evolving narrative that broadcasters and regional press could return to throughout the month.
Community Activation:
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Joe’s Instagram (@screedpapi) became a hub for dialogue, motivation, and solidarity. Followers shared their own stories of grief, recovery, and hope — turning the campaign into a two-way conversation.
Key Takeaways:
Lived Experience Creates Cut-Through: Joe’s personal story turned distant statistics into an urgent, human narrative — creating strong broadcast interest and a relatable voice for those in crisis.
Symbolism Drives Retention: The daily 5K challenge created a rhythm to the campaign, giving media something to return to and audiences something to follow.
Systemic Problems Require Visible Champions: In a sector where silence and self-reliance are common, Joe’s openness and action inspired others to speak out — and spotlighted the urgent need for better mental health infrastructure in construction.
