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©2018 by J.R.Thor

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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, mental illness in men. 


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


Objective:
Get people to talk about the mental health crisis of men 


Opportunity:
We knew that we couldn't change the perception of masculinity overnight; so, we created a campaign to start a conversation about male mental illness and the struggles that men face on a daily basis. It all boiled down to stereotyping.


Brand:
We created the Untype Initiative to be partnered with NAMI, one of the largest mental health organizations that study and help people with mental illnesses. A cause campaign would bring awareness across the board for mental illness but more 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, mental illness in men. 


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


Objective:
Get people to talk about the mental health crisis of men 


Opportunity:
We knew that we couldn't change the perception of masculinity overnight; so, we created a campaign to start a conversation about male mental illness and the struggles that men face on a daily basis. It all boiled down to stereotyping.


Brand:
We created the Untype Initiative to be partnered with NAMI, one of the largest mental health organizations that study and help people with mental illnesses. A cause campaign would bring awareness across the board for mental illness but more 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 A WEBSITE AND VIDEO GAME.

Brand Design, Strategy Development, Campaign Planning, and Video Animation

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

 

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

Brand Design, Strategy Development, Campaign Planning, and Video Animation

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