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Men are generally discouraged from talking openly about their problems.

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In a time where the majority of communications have become written, it can be extremely difficult to notice the nuances in someone's speech that could signify how a friend is really feeling.

So O2 offers free calls between men and unused minutes are donated to the Samaritans each month on all new phone contracts, encouraging men to speak more openly about how they feel.

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O2 delivers this message to a male audience by hijacking the logo on its biggest sports sponsorship partner: The England Rugby Team.