I had to develop and design a ‘campaign’ or ‘intervention’ to promote the positive aspects of masculinity with a view to changing behaviours and beliefs in a particular audience. The brand I worked with, already had existing values, personality, media profile, etc, so I needed to work with these in a way that facilitates a credible campaign so as to ensure the brand isn’t simply accused of jumping on the ‘woke’ bandwagon’.
My objective was to reach out to young football fans to ask if they could speak about their memories with their father and their kids (if they had any) in relation to football.
I had the honour to work with these individuals. many of them whom by speaking to briefly, made me realise the importance of having a father and being a father. There was a feeling of excitement from each one of them. They all seemed very concerned with the situation regarding fatherlessness and wanted to share their own memories of their fathers in a bid to tackle toxic masculinity and inspire change.