“Repressing emotions, using aggression to gain respect or disrespecting women and girls to be considered ‘cool’, are just some of the rigid expectations men and boys are often socialised to demonstrate,” said director of marketing and communications at Our Watch, Siobhan McCann.
“In order to help young men challenge society’s rigid expectations of masculinity, Our Watch’s youth campaign, The Line, has launched ‘Never follow’ – a campaign that shows that there is no one way to be a man.”
Our Watch’s aim is to change in the culture, behaviours and power imbalances that lead to violence against women and their children.
Recognising that young men (in particular) don’t like being told what to think, The Line has adopted the look, feel and tone of a street wear brand to house the message within a ‘trojan’ sneaker ad – the type of advertising they genuinely seek out and interact with. The spot’s the work of independent agency Thinkerbell.
Integrated into the campaign is the opportunity for viewers to claim a free pair of the limited edition, campaign-exclusive Volley sneakers shown in the ad by answering a question about what ‘there’s no one way to be a man’ means to them.
Adam Ferrier of Thinkerbell said, “By using streetwear as a Trojan horse for a more meaningful message, the campaign circumvents resistance and instead prompts users to step forward and actively engage with the concept of what masculinity means to them.”
From the pressure to act tough and hide emotions to fit in, to the pressure to engage in activities that objectify women – the animation shows a hero character rejecting all of these traditional stereotypes of what it means to be man. Instead he walks his own path, as his own person.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]