This campaign is a call to action for people to recognise that “masculinity” is very much a part of male life and is a reminder to improve the language we use when talking to and about men.
Proposal
The idea that men’s worth is tied to their masculinity has been a staple of modern society for many years. This masculinity can
be judged on everything from a man’s height to shows of heterosexuality, from the number of heavy things he can lift to the way
he treats people, specifically women. Since the 1980s, and increasingly since the 2010s, the discussion around ‘toxic masculinity’ has grown to make this phrase a part of everyday vernacular.
Evolution
Similar campaigns
Survey of men aged 17-35+
Typography research
Developed ideas
Choosing the language
