Called HARR-e, it was born off the back of groundbreaking research that revealed that British men are 300pc more likely to confide in AI than humans about life, love and their mental wellbeing. In this research, carried out by Us Ai, a British firm that is interested in the idea of chat bots as "life support for men," 73pc of participants stated they were attracted to the concept of talking to a "chat bot" because they would not feel judged or ashamed about admitting to weakness. HARR-e was commissioned by men's care company Harry's and follows on from the masculinity report they released last year, co-written by myself and Dr. John Barry of University College London, which concluded that British men value their mental health even more than their physical health. The innovative use of AI to support men cannot come soon enough. So we need to find new ways and places to reach men – like the Men's Shed Association, barber's shops, gyms, and even pubs.