|Titel||Boys don't cry|
|Brief||Boys Don’t Cry, is a film that illustrates how a lifetime of social inputs results in the most toxic form of masculinity.The film portrays the emotional transformation of a boy from innocent child to violent teenager.The story begins with the young boy experiencing a wide range of emotions. “Boys can be loving,” “boys can be shy,” and “boys can be sad” are some of the lines we hear through the early scenes.As the story develops, the boy is introduced to a number of small but hurtful experiences. Although it is evident that the boy is upset, he is told by society to bottle up his emotions as boys are not supposed to cry. The once innocent boy gradually transforms into a hateful and violent teenager. Each scene highlights the escalating nature of his toxic masculinity.It was imperative that parents, teachers, and young boys see themselves in the film. The goal was to be authentic, poignant, powerful, and raw.|
|Agentur||Rooster Post Production|
|Kampagne||Boys don't cry|
|Werbende||The White Ribbon Alliance|
|Story|| From the moment we are born, we are socialized according to our assumed gender. Without even knowing, we grow up following a certain gender journey. If we step outside of that path, there can be significant repercussions.|
Typically, boys are rewarded for being “real men,” for their toughness, athleticism, for winning at all costs, never backing down, being in control and unemotional, and for their sexual prowess when they grow up. Girls, meanwhile, are encouraged to express vulnerability, seek help when needed, be subservient, value certain careers over others, and be guarded about their sexuality.
In a recent study, half of boys said they’d heard men in their family make sexual jokes or comments about women; those boys were more likely to feel pressure to be tough and play along with sexism. An even bigger share, 82 per cent, said they had heard someone criticize a boy for “acting like a girl.” At the same time, new research has pointed to girls feeling more empowered than in the past and facing less gender rigidity than boys.
These stereotypical gender norms, when internalized and if unchecked, may lead to tremendous harm for young people and adults, especially when they pressure children and youth to behave in strict and rigid ways. The use of risky behaviours, including violence, bullying, dominance and control among boys, young men and men to prove they are “real men,” has devastating consequences – for them, and for our homes, schools, communities and workplaces.
White Ribbon’s “Boys Don’t Cry” video draws attention to the impact of rigid gender stereotypes on boys throughout the life cycle. To create healthier masculinities, we need to encourage boys and men to express a full range of emotions and understand the positive difference they can make when they do. Efforts to eradicate gender inequality and all forms of gender-based violence require that we rethink harmful aspects of masculinity in order to promote healthier, peaceful and inclusive alternatives.
These efforts need to start early, so that boys and young men grow up with healthier models of masculinity. Whether you are a parent, family member, or educator, you can play a positive role in ending toxic masculinity in new and existing generations.
|Medientyp||Fernsehen & Kino|
|Post-Produktion||Rooster Post Production|
|Executive Creative Director||Joseph Bonnici|
|Art Director||Debbie Chan|
|Creative Director, Copywriter||David Mueller|
|Audio Director||Jared Kuemper|
|Agency Producer||Michelle Pilling|
|Executive Producer||Tom Evelyn|
|Online Artist||Darren Achim|
|Assistant Account Manager||Vanessa Kissoon|
|Account Coordinator||Madeleine Porter|