With a zero-dollar media budget and $10k for production, White Ribbon challenged us to engage society in a thoughtful discussion on toxic masculinity and create a foundation for the hundreds of workshops they conduct every year.
We developed a short film that illustrates how a lifetime of social inputs results in the most toxic form of masculinity. The video portrays the emotional transformation of a boy from innocent child to violent teenager in less than 3 minutes.
150+ stories globally
66M 1-day impressions
10,000 screenings in Canada