More than 40% of British men aged 18-45 have considered taking their own lives, according to research by a male suicide prevention charity. The study by the Campaign Against Living Miserably (Calm) found that a similar proportion of those who had had such thoughts had not discussed them with anyone else, suggesting that many of the men affected did not want to worry their friends or family.

The figures compiled by the researchers showed that 4,623 men of all ages took their own lives in 2014, the equivalent of more than 12 deaths per day and accounting for 76% of the total.

That was a slight drop on the more than 4,800 men who, according to the latest Office for National Statistics (ONS) figures, took their own lives in 2013. Men accounted for 78% of the suicides that year.

“The results of this research, together with the latest mortality statistics, show that we urgently need to raise the nation’s awareness of this hugely important and under-discussed issue,” said Jane Powell, the chief executive of Calm. “This isn’t an issue which affects ‘other people’ or one that can be solely reasoned to mental health issues, considering suicide is clearly something many men will consider should their life circumstances change.”

She said the reasons men gave for not discussing the issue reinforced the “norms of what society thinks it is to ‘be a man’ – not to talk about their feelings or make those around them worry”.

The research was carried out in conjunction with the men’s bodycare brand Lynx. YouGov produced the figures on behalf of the two organisations after speaking to more than 2,000 British men aged 18-45 and using figures from local statistics authorities. The release of the figures was part of Calm and Lynx’s Bigger Issues campaign, which wants to raise awareness of male suicide.

• In the UK, the Samaritans can be contacted on 116 123. In the US, the National Suicide Prevention Hotline is 1-800-273-8255. In Australia, the crisis support service Lifeline is on 13 11 14. Hotlines in other countries can be found here.

• This article was amended on 2 November 2015. The image used to illustrate the story was replaced with one that is less cliched in depicting mental health, in line with Guardian guidance.