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The Masculinity Project
In this brief, I set myself the task of opening up the discussion of masculinity. Men currently make up 75% of suicide related deaths and is the biggest killer of men under the age of 45. I wanted to create a campaign that stopped this from happening before the situation would arise in the first place and give men a voice and show that they’re not alone and that it’s okay to be vulnerable.
My final outcome was to create ‘The Masculinity Project’. A campaign that celebrated the mantra of ‘a problem shared is a problem halved.’ Over the space of a year, we would send out postcard packs to men up and down the country from all walks of life and give them the opportunity to open up and share how they feel and what’s on their mind. 
The Masculinity Project would work with the charity CALM to gain access to their mailing list. This will allow us to get the postcards into the hands of men who may need them most as well as see the benefits of the campaign.
This piece of direct mail will build intrigue as well as showcase the brands ideals and aims. The pack would include two postcards for the user to do with as they please. We will urge the users to write out a postcard with the other to be used at a later date, to be kept as a keepsake or to be given to a friend in need. ​​​​​​​
Users can then send their postcards back with our specially licensed postage stamps to share their problems before following them into the digital space.
After the year was over we would create a touring exhibition showcasing 365 different postcards from each day of the year, showcasing the importance of vulnerability as well as letting men know they’re not alone in their problems.

This would then open up a dialogue within the public and showcase that sharing your worries and feelings doesn’t make someone less of a man.
The Masculinity Project
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The Masculinity Project

Final Major Project for my Degree in Graphic Communication.  In this brief, I set myself the task of opening up the discussion of masculinity. T Read More
21
367
0
Published: