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.