Evolution
Beyond gender expectations -Challenging ideals around masculinity
A brand campaign with purpose
The HumanCode was conceived following an ambitious cultural change idea – what if we challenged dominant ideals around gender and masculinity? Could we dare the status quo, nurture healthier attitudes towards what it means to “be a man”, and (in turn) create a sustainable community-based environment that works towards reducing and preventing harmful behaviour (including suicide and domestic violence) over time?
What if being a good man just mean being a good human?
Our approach for The HumanCode was based around our ‘reflective intent’ methodology; drawing the audience in through authentic and raw imagery and messaging, allowing the viewer (particularly men) to engage with the brand on a deeper and more intimate level, evoking a change in behaviour. Central to the brand was our ideated name – a double entendre speaking to both men and broader communities – paired with a stylised hashtag logo and intimate male portraits.
A brand campaign was established, rolled out over social media and print, reaching our target and broader audience – driving important behavioural and social change for now and generations to come.
