Man Up
Print/Outdoor/Video/Digital/Social Media
2013
The term ‘toxic masculinity’ has flooded modern discussions about gender, and specifically male violence.
Toxic masculinity highlights a set of unhealthy and destructive gender norms for men, such as expectations for men to be dominant, even aggressive, and devoid of vulnerability.
“Man Up” is a provocative poster campaign featuring an image of a boy forced to be “tough”.
The viewer is invited to connect with vulnerability of boys and reckon with the violence of this social learning.
The campaign included a video featuring men speaking to owning their role in ending gender-based violence through their individual actions, as bystanders and as community leaders.
Campaign Impact
The campaign was shared through social media and posted on national and international blogs
@EndingViolence @parkeryvr Absolutely amazing video!! Would love to do one with you and continue the fight for #change 4 #womensrights
— Street Thug Barbers (@SThugBarbers) June 12, 2013
@EndingViolence with a strong message for #endingVAW http://t.co/O0neosxDPG #vaw #socent pic.twitter.com/Mw7Ctpe02x”
— Angie Hutchinson (@anghut) June 4, 2013