ABOUT

The brief was to create an integrated Ad Campaign on a Social Issue. My topic of choice was Gender Socialisation leading to Toxic Masculinity. This issue has long prevailed in the society but very less people are actually aware about its existence. It's very important for people to understand the gravity of it and how it leads to so many problems in the world like suicides, terrorism, domestic violence, gender inequality, harassment etc.
I chose Superheroes as role models since they are the most toxic image of a man out there. I decided to take it and break it, by highlighting all those times in the comics when they have actually cried, or worn pink or sewed their costumes. I wanted to tell the youth that if they can do it, they are free, and so can you. The idea was to break the gender stereotypes through self realization and awareness.