Television, radio, cinema and newspapers advertisements across rural Australia are raising awareness of depression among men.

The beyondblue ads portray a middle-aged farmer, a twenty-something young man at a country footy ground and an Aboriginal man on a rural property.

All of the men talk about their experience of depression.

They promote the beyondblue information line—1300 224 636—which all Australians can telephone for the cost of a local call.

The service provides information about depression, anxiety and related substance-use disorders, available treatments and where to get help.

'Although the beyondblue info line is for everyone, in the next few months it will be heavily promoted in rural areas in an effort to get country men to get help if they think they may be depressed,' said beyondblue chair Jeff Kennett.

'More than half the men who have depression don't seek help.

'They'd go to the doctor if they had a physical problem like a broken arm and they should do the same if they have a mental health problem such as depression.

'The sooner men see a doctor and get the right treatment, the sooner they're likely to recover or have their illness managed,' Mr Kennett said.

Depression in men is often not recognised by themselves, their families or their friends.

If depression is not detected, it cannot be treated and has the potential to become severe and disabling.

Quite often, what men and women experience when they are depressed and how they cope is different.

Men are more likely than women to recognise and describe the physical symptoms of depression, like feeling tired or losing weight.

They may acknowledge feeling irritable or stressed, rather than saying they feel sad.

It is also very common for men to use alcohol and drugs to make themselves feel better but, if they are depressed, this may make their symptoms worse.

'We know men tend to put off seeing a doctor about health problems as they often think they should be tough, self-reliant, manage pain and take charge of situations,' said beyondblue Chief Executive Officer Leonie Young.

'This can make it hard for them to admit they have any sort of health problem—let alone a mental health problem like depression.

'Research indicates depression rates are the same in rural and metropolitan communities but suicide rates are much higher in rural areas.

'This may be because country people are less aware of the symptoms and signs of the illness, they may feel ashamed or they may not know where to get help,' Ms Young said.

beyondblue-funded research, undertaken by Professor Fiona Judd's team at The Centre for Rural Mental Health in Bendigo, shows farmers often have a poor understanding of mental health and are reluctant to access formal health care.

Farmers identified a number of factors that contribute to their 'stress', including drought-induced financial difficulties, stock loss, pressure of decision-making and the constant physical and mental demands of farming work.

'It's important people know that stress on its own is not depression,' Ms Young said.

•          For more information call the beyondblue info line on 1300 224 636.