THE CHALLENGE
Convince young men to shake off the stereotype of “Aussie blokes” not being able to talk about what’s going on in their lives - and the fact that their lives don’t conform to some simplistic macho stereotype, and that’s OK.
STRATEGY
Create copy and a “look” with a social film and clever headline-based posters that tackle the concept of what it means to be a man. Unusual media choices like street posters got the debate going where it needed to be - on the streets.
RESULTS
The results were fantastic, with all sessions booked out and very effectively raising the profile of the newstart company.