“Boys Do Cry!” The Hallway Challenges Gendered Stereotypes Via New Campaign

“Boys Do Cry!” The Hallway Challenges Gendered Stereotypes Via New Campaign
B&T Magazine
Edited by B&T Magazine



A nationwide campaign from The Hallway challenging gendered stereotypes has launched, with a transformed version of The Cure’s classic Boys Don’t Cry now as BOYS DO CRY.

Released as both a music video – produced by Good Oil and directed by Tom Campbell – and a single, “oys Do Cry” is created by The Hallway in partnership with The University of Melbourne’s Centre for Mental Health, Gotcha4Life, and Heiress Films, alongside support from industry charity, UnLtd and IPG Mediabrands agency, Initiative.

The music video features a choir of 30 men from diverse communities singing the reimagined song.

Among them include recording artist and MC, Dallas Woods, a Noongar man from the East Kimberley, and actor Eddie Baroo (The Dry, Mr Inbetween, Mystery Road).

The transformation of the song encourages men to tackle traditional masculine stereotypes, and reinforce the idea that opening up and connecting can be difference between living and dying.

The campaign comes from the reality that in Australia seven men take their own lives each day.

Suicide kills three times more Australian men than road accidents and is the leading cause of death for Australians aged 15-49.

A research program was run by a team from the University of Melbourne’s Centre for Mental Health led by Professor Jane Pirkis and Dr Angela Nicholas with a control group of men looking at whether it influences men’s likelihood of reaching out in tough times.

“We know that 75% of all suicides are by males, and that one of the things that may be influencing this is the pressure society places on boys and men to be self-reliant and solve problems by themselves,” said Professor Pirkis.

“Our work is challenging some of these traditional masculine norms and looking at whether this may help to bring down the male suicide rate.”

A banner reading, “When the going gets tough, get talking,” will feature alongside the video.

Executive creative director and partner at The Hallway, Simon Lee, said: “Going and telling my GP that I was suffering from anxiety was more nerve-racking than any pitch presentation I have ever had to make.

“But admitting my vulnerability and reaching out for help is one of the best things I have ever done. My hope is that this campaign will help give other people the strength to do the same.

“This has been three years in the making and I want to thank everyone who has willingly given their counsel, time, resources and funding to make it a reality.”

Chief operating officer at UnLtd, Rachel Troy, added: “We are really delighted at how this project has come together.

“It’s a really good example of what we do best at UnLtd, which is to bring our industry partners together to rally around a common cause.

“This issue affects us all and it’s one that requires attention and focus like this so that we are working towards a more mentally healthy supportive society.”

CEO of initiative, Melissa Fein, also added: “I’m so proud of the Initiative team for leaning in to work hand-in-hand with our valued media partners to back this campaign.

“The stats clearly show why this cause is so important and the incredible support we’ve already garnered from the industry to build awareness for this campaign is invaluable.”

The release includes a comprehensive campaign of videos, posters, outdoor advertising, radio ads and a campaign website, developed by The Hallway and is out today.

Credits:

Creative Agency: The Hallway

Executive Creative Director: Simon Lee

Creative Director: Aldo Ferretto

Copywriters: Simon Lee, Tim Wood

Art Director: Aldo Ferretto

Producer: Carolyn Starkey

CEO: Jules Hall

Account Director: Chris Murphy

Head of Strategy: Tim Mottau

Comms Strategist: Mat Rawnsley

Special thanks to Hannah Sturrock

 

Media agency: Initiative

 

Sound Production: Uncanny Valley

Music Supervision: Charlton Hill

Music Producer: Justin Shave

Audio Post: Matt Perrott

 

Film Production: Good Oil

Director: Tom Campbell

Producer: Catherine Warner

Executive Producer: Sam Long

Musical Director/Arranger: Cameron Bruce

Director of Photography: Sam Chiplin

Editor: Phoebe Taylor @ Arc Edit

Colourist: Olivier Fontenay

Online: Arc Edit

 

Gotcha 4 Life

Founder/Director: Gus Worland

Head of Program Delivery: Vicky Worland

General Manager: Simon Hamilton

Head of Marketing & Communications: Savannah Fielder

 

Heiress Films

Executive Producer: Jennifer Cummins

Impact Producer: Jackie Turnure

Publicist: Hannah Watkins

Website Designer/Developer: Elle Williams

Impact Coordinator: Harrison Lochtenberg

Social Media Coordinator: Abbey Cummins

Casting: Kirsty de Vallance, A Cast of Thousands

Production Accountant: Bronwyn Speziale

Legals: Stephen Boyle

 

UnLtd

CEO: Chris Freel

Chief Operating Officer: Rachel Troy

Head of Industry Partnerships: Saarika Shah




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