Boys Can’t Cry Campaign

What does it mean to be a man

“Who would want to cry?”

The “Boys Can’t Cry “campaign’s goal is aimed at empowering young men to challenge harmful stereotypes and embrace their emotional well-being. While problems of self expression are deeply rooted, this campaign sheds light on the mental health effects of toxic masculinity, attempting to shatter stereotypes suppressing empathy and individuality. The campaign features a series of thought-provoking and empowering posters & media posts with the intent to spark meaningful conversations about the meaning of masculinity and how to engage with communities in positive ways. Each poster illustrates the weight of stereotypes and the freedom found in breaking them, embodying a message of emotional intelligence and compassion. I played part in developing the campaign’s visual identity, and all marketed material taking an approach different than competitors with a goal of differentiation in approach of the issue.

Design Prompt

“Create a campaign to promote a social issue or environmental topic, inspired by the look and feel of your favorite album.”

My album for the project was “Apricot Princess” by Rex Orange County which explores themes of love, introspection, and self discovery. This led me to think about how essential of a time developmentally that the target audience is of the song and made me think about mental health and how the topic discussed in the song is less advocated for in normal conversation. I took these themes and the subject matter of the album and related it to the ideas of how young men are influenced in their growth.