Men’s Mental Health and the ‘Soften Up Bro’ Movement W/ Heemi Kapa-Kingi: June 11, 2025

This week marks Men’s Mental Health Week in Aotearoa – a time to kōrero about the challenges that many men face, and to break down the stigma that still surrounds emotional well-being.

For a long time, the phrase ‘harden up’ has shaped the way men think about vulnerability, and in turn, often pushes men to bottle up emotions, instead of reaching out for help.

‘Soften Up Bro’ is a kaupapa grounded in Te Ao Maori values, encouraging men to embrace softness, honesty and connection.

To talk about men’s mental health in Aotearoa and this movement, I spoke to co-founder of ‘Soften Up Bro’, Heemi Kapa-Kingi.