White Ribbon’s “Men Don’t Want Flowers” campaign is gifting men bouquets to encourage discussions about masculinity and to begin promoting the non-profit’s awareness and donor campaign coming later this fall.
“This [new work] is focused on addressing harmful stereotypes and social norms and how it impacts young people’s perceptions of themselves, in particular young men, and helps call on young men to practice healthy masculinity,” White Ribbon CEO Humberto Carolo tells strategy. “We generally don’t give men flowers, that is something we often see as something we give to women, but when it comes to gifts to men, it includes other stereotypical things like giving dads a tie or a work tool for Father’s Day, whereas for Mother’s Day we are more likely to give flowers.”
As thought leaders in the primary prevention of gender-based violence, White Ribbon says challenging outdated stereotypes on gender is the first step towards ending misogyny, sexism and all forms of gender-based violence and discrimination. “Many of us learn that to cry is a sign of weakness,” Carolo adds. “We need to give ourselves the freedom to express a full range of emotions.”
Carolo says “Men Don’t Want Flowers” is digital-first and that its goal is to get people to share and reflect on how the campaign affects their own lives. This is a lead up to a major launch on Nov. 12, when the campaign will start with teaser videos on social media and then fully launch with an official watch party.
Outside key times in the calendar, White Ribbon talks to young people in workshops and online about healthy masculinity, Carolo says.
Candybox is the creative agency partner for this work and White Ribbon did the media buy in-house. However, White Ribbon also has a longstanding relationship with Bensimon Byrne and Narrative, with work including “Boys Don’t Cry” and a recent advocacy campaign focused on anti-trans violence.