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MAN UP, OPEN UP

ART DIRECTION RAFAEL VILLASANA

COPYWRITING ANNEKE WYNNE

THE PROBLEM

Traditionally, the phrase “Man up!” has been used when a guy is showing weakness, emotional vulnerability, or appears to be in need of help.  Physical strength and ability (or lack thereof) is often unfairly used to question a man’s masculinity, which discourages them from feely expressing themselves. 

Numerous researchers have recently stated that there is a silent crisis in men’s mental health and there is robust evidence to suggest that men have high rates of mental health issues and substance abuse.

 

Men make up over 75% of suicide victims in the United States with one man killing himself every twenty minutes, which makes them three and a half times more likely to commit suicide than women. 

 

We decided to turn the phrase “Man up!” on its head and set out to challenge the expectations society has set on men. We gave them (and women) the opportunity to speak up and out about their personal struggles and fears.

 

Our goal is to show that to be a man is in fact having the ability to talk about your feelings, show your weaknesses and have the courage to be vulnerable; that to man up is to open up. 

THE CAMPAIGN

With the “Man up, Open up!” campaign, we want to get the conversation started and  give men a chance to speak up about their personal struggles, fears and not "suffer in silence" which commonly happens.  At the end of the day, we are all human and we all have our own personal battles. 

 

We conducted a series of interviews to different men and women in which we had the opportunity to hear their points of view on men's mental health: their thoughts and feels on the issue, personal experiences and social pressures they have (or not) experienced in the past. 

 

“If someone asks you how your day is or just checks up on you and asks you the smallest question, that can make someone feel a lot better about themselves”

Dexter

Jamaica

“Men have this pressure of masculinity to live up to and it sometimes can be overwhelming”

Luis

Guatemala

"I think there’s a lot of pressure that men deal with that they don’t necessarily share”

Caleb

USA

THE SOLUTION

We developed a series of 4 simple steps for men to follow in order to open up to someone. We believe these conversations need to happen more often in our communities. 

 

Just by starting the conversation and/ or being a good listener, you can help save lives and shed light on an issue that definitely needs more attention. 

 

The event was promoted around the school, Wynwood neighborhood and on social media. 

 

THE EVENT

On March 6th, we hosted the first “Man up, Open up!” event at Miami Ad School Wynwood. We partnered up with Bhatia Yoga and  invited the community to join us for a class of yoga (with a twist). 

 

Gaby Bhatia, the yoga instructor, centered the class around opening up the throat and heart chakra which focuses on stimulating communication and tapping into the heart and solar plexus.

 

We believe that activities like yoga, where members are part of a community of like-minded people who have something in common and strive to get better everyday, can help men channel their emotions and energy in a positive way.

 

THE EXPERIENCE

Attendants got to hear about the campaign and learned about the 4 steps to open up. They were handed flyers with key information and a call to action to visit our website and be a part of the movement. 

They were also handed t-shirts and goodie bags with the campaign logo.

 

We look forward to hosting more events like these in the future.  

 

THE WEBPAGE

You can check out our campaign website by clicking on the logo below