Pick & Mix
On behalf of Safer Communities RMIT, we, R.A.T.H Advertising were tasked with creating an advertising campaign that allows men to rise above the ideals and stereotypes associated with masculinity, and to give men the opportunity to change, choose, and showcase the type of man they want to be.
Who, What and How?
For more information and research, please take your time to look at our report.
Target demographic
The target audience is male RMIT students between the ages of 18-30, who live in metropolitan Melbourne, are technologically savvy and use social media on a daily basis eg. including Instagram and Facebook. They come from various backgrounds of disciplines and study at the RMIT City Campus.
The problem.
For generations, men have had very little room to be the kind of man they want to be - thanks to the concept of Masculinity. Masculinity has not only been stifling each man’s individual development of self, but also contributing towards an array of social and health problems; such as suicide, domestic abuse, substance abuse, and more. The idea of masculinity is harming this generation of men of today, but they are not listening or rejecting previous efforts to help them relieve the pressure and confusion around what is a man.
Simple Minded Propositions
Let’s redefine what it means to be a ‘man’.
Guerrilla marketing
A mural where people can stick their answers to ‘what type of man do you want to be?’ The Mural will be placed strategically around RMIT.
Guerrilla Marketing
We also have a photo booth where they can choose what man they want to be by using the filters. There will also be worded prompts to give them an idea of what to do. These Booths will be placed around RMIT.
Outdoor advertising
This is a video that will be played through RMIT. It will be a montage of how different men are from each other.
Social Media advertising
The photos taken at the photo booth can be used as social posts on Facebook, Instagram, etc. The hashtags #Iammore will be included to bring more awareness to the campaign.