manUP is an on-demand counselling mobile app concept that uses anonymity and privacy to provide mental health treatment to men who refrain from standard counselling services due to stigma and hegemonic masculinity standards.

Although men are disproportionately victims of suicide, they also are severely undertreated in terms of therapy and counselling. Many factors contribute to this disproportionate relationship, many relating to the stigma men face based on societal gender roles and hegemonic masculinity. Societal expectations of men to be strong, resilient, and unemotional make them cautious about seeking help for mental health issues. Commonly stereotypically associated with weakness and femininity, many men do not view mental health issues as "real." The goal of this app was to create an unintrusive environment conducive to open and honest sharing that would eventually create a positive change in attitude, intending to reduce the stigma and gender role expectations of men regarding mental health and therapy.