434-987-3278

©2018 by J.R.Thor

Screen Shot 2018-05-03 at 9.34.45 PM.png

CHALLENGING MASCULINITY

Only have 30 Seconds?

Task:
Create a Cause Campaign they said.

Situation:
We first sought out to help Men with male body dysmorphia, but as the research grew, we found that Male Body Dysmorphia is only a layer of symptoms to a more significant issue which is physiological issues in men. 

Consumer Insight:
In talking to Doctors, Psychologist and men from all walks of life, we found that they don’t talk about their problems especially with topics like depression, body issues, mental health because it wasn’t “Manly” but.. they will address them through humor. 

Objective:
Getting people to talk about the mental health of men 

Opportunity:
We knew that we could change the perception of masculinity overnight, so we created a campaign to start a conversation and get people talking about mental illness and the struggles that men face on a daily basis. It all boiled down to stereotyping.

Brand:
We created the Untype initiative. Its a partnership with NAMI, one of the largest organization, that study and help people with mental illness. A cause campaign would bring awareness across the board for mental illness but most specifically show men that its ok to talk about their issues 

Concept:
Letting people define their own Masculinity through a 16-bit video game. 

 
Screen Shot 2018-05-03 at 9.34.45 PM.png

CHALLENGING MASCULINITY

Only have 30 Seconds?

Task:
Create a Cause Campaign they said.

Situation:
We first sought out to help Men with male body dysmorphia, but as the research grew, we found that Male Body Dysmorphia is only a layer of symptoms to a more significant issue which is physiological issues in men. 

Consumer Insight:
In talking to Doctors, Psychologist and men from all walks of life, we found that they don’t talk about their problems especially with topics like depression, body issues, mental health because it wasn’t “Manly” but.. they will address them through humor. 

Objective:
Getting people to talk about the mental health of men 

Opportunity:
We knew that we could change the perception of masculinity overnight, so we created a campaign to start a conversation and get people talking about mental illness and the struggles that men face on a daily basis. It all boiled down to stereotyping.

Brand:
We created the Untype initiative. Its a partnership with NAMI, one of the largest organization, that study and help people with mental illness. A cause campaign would bring awareness across the board for mental illness but most specifically show men that its ok to talk about their issues 

Concept:
Letting people define their own Masculinity through a 16-bit video game. 

A GROUP OF STRATEGIST STEPPED INTO A BAR AND BUILT WEBSITE.

brand design, strategy development, campaign planning, and video animation

Mental health is an issue that isn't talked much about and especially with men. My team and I thought of a way in to start a conversation.

 

A GROUP OF STRATEGIST STEPPED INTO A BAR AND BUILT WEBSITE.

brand design, strategy development, campaign planning, and video animation

Mental health is an issue that isn't talked much about and especially with men. My team and I thought of a way in to start a conversation.