A Youth-Led Co-Design Project Redefining Masculinity

Traditional notions of masculinity and rigid gender stereotypes are significant factors driving family domestic violence (FDV) and hindering the development of healthy relationships among young people. To address this critical issue, the WA Government’s Family and Domestic Violence Primary Prevention Grants Program funded a co-design project, with Innovation Unit leading the initiative and bringing Anthologie on board to guide the creative process. The project aimed to co-design with young people an intervention that would support the primary prevention of FDV.

Initially, the project focused on young people’s perspectives on masculinity, gender roles, and societal expectations, with the assumption that a campaign targeted at young people would be the outcome. However, through the co-design process, a key insight emerged: dads and primary male caregivers were identified as the most influential figures in young people’s lives. This discovery led to a shift in focus towards engaging these key influencers.

The challenge then evolved into creating a campaign that would resonate not only with young people but also with a broad range of men. This led to the birth of “This is Manly,” a campaign designed to spark conversations and challenge traditional notions of masculinity, ultimately contributing to the prevention of FDV.

Approach

This project was a collaborative effort involving creative partners from across Perth. Anthologie, alongside Innovation Unit, Dav Tabefshar, photographer Stef King, and filmmaker Dominic Pearce, worked together to develop the campaign’s identity and concept. Through creative brainstorming and collaboration, we coined the powerful tagline “This is Manly,” which captured the essence of the campaign’s message.

The campaign’s impact was amplified through eye-catching bill posters, placed in high-traffic areas throughout Perth, and engaging social media assets to spark conversations online. Additionally, we produced a series of impactful films that resonated with audiences on a deeper level.

The campaign’s authenticity was strengthened by the generous contribution of time and stories from a diverse group of individuals who volunteered to share their personal experiences. This included prominent figures like Rangers Netball player Tobiasz Rodney and West Australian Ballet Principle Oscar Valdes, whose involvement significantly amplified the campaign’s reach through their extensive networks.