The /ˌmaskyəˈlinitē/ campaign consists of a variety of deliverables aimed at redefining the term ‘masculinity’. The goal of this is to encourage high schoolers to be more comfortable with themselves, and to remind them that they don’t have to conform tradition definitions of ‘masculinity. The goal is spark conversation and to spread the word.

The posters in this campaign are aimed primarily for high schoolers, to be put up in high school hallways. The T-shirts and wristbands are created to further perpetuate the message, and appeal to the 'fad' culture of high schoolers.