> Man Up

Man Up

Print/Outdoor/Video/Digital/Social Media


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.

"Man Up" Strategic Interventions campaign

Campaign Impact

The campaign was shared through social media and posted on national and international blogs

25K poster views
35K website views