The Modern (Aussie) Man white paper started as a seven-month qualitative study commissioned by M&C Saatchi. The purpose was to identify what defines Australian men, how they perceive themselves, what are their behaviour and emotional triggers, and how best to engage them in advertising alongside health and well-being issues. The study results were presented in a white paper to an Australian Ministerial sub-committee at Parliament House, Canberra. Subsequently, Eco Shepherd became an advisor on men’s health to Ministry of Social Development, and a number of male-related sub-committees.