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ManKind

BRIEF

 

Pick a societal taboo – like periods, mental health, sex, death, or anything else that makes us squirm when we have to talk about it publicly. Then choose or create a brand to break it with, and get people talking.

 

Solution

The term ‘domestic abuse’ is usually perceived as a man attacking a woman. However, last year 695,000 men were victims of this crime. Only 1 in 20 men will actually  tell someone about their partners’ abuse. Men are reluctant to report abuse because they feel embarrassed and fear that they won’t be believed.

The brand Mankind focuses on a campaign to get the general public talking about male domestic abuse and encouraging men to seek help. The brand tackles the taboo topic of male domestic violence by voicing victims through hidden messaging and using augmented reality to reveal the victims stories. 

 

Dragon Rouge - Competition Winner 2020 

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