This is Manly

The project responded to a clear and urgent challenge: while family and domestic violence is a pressing national issue, few interventions focus on upstream prevention or the gendered drivers of violence. Despite increased investment, the field remains fragmented and underdeveloped - particularly in its engagement with young people. Attitudes toward gender and violence among youth are stagnating, and few prevention models resonate with them. Within the sector, conversations about masculinity are often deficit-based, leading to disengagement. The challenge was to find a new way to engage young people and reimagine masculinity to support long-term, cultural-level change.

“This is Manly” met the brief by handing design power to young people. Over 12 months, a team aged 16–21 were guided through a series of co-design workshops and peer testing that unpacked masculinity, mapped social influence, and landed on a bold breakthrough insight: real change starts with role models. From there, the campaign came to life - portrait-led, emotionally honest, and built to flex across billboards, vox-pops, and real conversations. Every element, from the tagline to the storytelling style, was crafted with and for young people. The result is a campaign that leaves an impression, not just a message.

“This is Manly” delivered impact beyond reach - it created a space for new conversations about gender, violence, and masculinity. For the young co-designers, it was transformational: reshaping how they view themselves, each other, and their influence. For audiences, it struck a chord - shifting tone from blame to belonging. The campaign has influenced how practitioners think about prevention, with interest from community groups and sector leaders. It proves that thoughtful and authentic faces and voices can cut through. This is prevention that doesn’t preach - it listens. “This is Manly” proves that when you change the tone, you change what’s possible.

"This is Manly" is a values-driven, youth-led campaign that uses authentic storytelling and inclusive design to challenge rigid gender norms and create space for cultural change. Every element - from concept to execution - was shaped through deep collaboration between young people and professional creatives, resulting in a campaign that feels grounded, relevant, and impactful. - Co-designed with a youth team aged 16–21, who led all aspects of the campaign. - Engaged men and boys through reflection, not instruction - shifting the tone of prevention messaging. - Portrait-led, warm-toned photography and clean editorial-style layouts encourage familiarity and emotional resonance. - Real people featured in all imagery - no actors or stock photography - ensuring authenticity and relatability. - Flexible tagline “This is Manly” allows diverse voices and communities to define masculinity in their own terms. - Format-agnostic design works across print, digital, and video for accessibility and broad reach. - QR-enabled posters linked directly to campaign stories, bridging online and offline engagement. - Built-in accessibility features including colour contrast, clear typography, and mobile responsiveness. - Developed in partnership with Anthologie, Dominic Pearce (Grandmas House Films), Dav Tabeshfar, and Stef King Photography. - Led by ThirdStory (formerly Innovation Unit ANZ), and grounded in lived experience, co-design, and shared commitment to our story for systems change.