All Walks of Men

The All Walks of Men campaign challenges harmful gender norms by redefining masculinity for young men in India. It addresses societal attitudes that foster unhealthy notions of male dominance and violence, offering young men positive alternatives. Through social media engagement and real-life stories, the campaign creates spaces for dialogue, empathy, and transformation. This is a speculative project developed to propose solutions for a critical social issue, with the potential for real-world implementation.

The core problem: Research into gender-based violence in India reveals a cultural disconnect where, traditional gender norms teach men to distance themselves from femininity, fostering patriarchal attitudes and frustration towards women who defy these roles (Poudyal, 2000). In Indian society, these norms are often perpetuated through cultural, religious, and familial influences that equate masculinity with power and dominance. This deep-rooted conditioning limits emotional expression and creates unhealthy male identities, which can manifest as aggression and violence towards women (Khan & Taylor, 2018).

Target audience: Further research reveals that young men (18–25 years old) are at a pivotal stage in shaping their understanding of gender roles. This age group, being digitally active and socially aware, presents an opportunity to challenge stereotypes and redefine masculinity during their formative years.

Encouraging societal transformation: These insights combined with user interviews highlighted a need for a positive campaign showcasing real-life examples of men embracing vulnerability, empathy, and inclusivity. Providing alternative views of masculinity to the target audience, promoting empathy, inclusivity, and respect.

The core concept: The social media campaign revolves around three key phases, designed specifically to maximise reach and engagement among the target audience:

• Social Media Posters: These posters serve as an introduction to the campaign. They are minimalistic, featuring striking visuals paired with thought-provoking text that entices viewers to learn more.

  
  

• User Engagement Posts: Interactive carousels invite viewers to share stories of men in their lives who embody healthy masculinity using the hashtag #TimeToBreakTheRules. This participatory element empowers users to contribute their own perspectives, building a sense of ownership and community.

  
  

• Showcase Biographies: Collected stories are curated and shared, highlighting diverse expressions of masculinity—empathy, strength, and inclusivity—to inspire shifts in perspective. These stories become the campaign’s flagship content, demonstrating real-life alternatives to harmful gender norms.

Design system: To ensure consistency and cohesion across all touch points, a comprehensive design system was developed. This included a visual identity system featuring a muted yet warm colour palette, minimal typography, and a clean layout that priorities imagery and storytelling. The system ensures that every asset—whether a poster, carousel, or biography—feels unified and aligned with the campaign’s core message, creating a seamless visual experience for the audience.

Testing: User testing validated the campaign’s visual and narrative approach, with participants reporting emotional shifts from defensiveness to curiosity and inspiration. This feedback reinforced the campaign's ability to challenge stereotypes and encourage introspection, making it a powerful tool for redefining masculinity.

The campaign’s three phases were meticulously crafted to suit the unique formats of social media, ensuring maximum engagement to foster dialogue.

Each phase was optimised for both feed and story posts, with every element thoughtfully developed to align with the design system. This approach ensured a professional and consistent appearance across all touch points, maintaining readability and clarity on screens of all sizes.