A new series by AdNews shines a light on toxic masculinity and encourages Australians to support themselves and their mates. Featuring industry leaders sharing personal experiences with the tagline -- When the going gets tough, get talking.
It celebrates the BOYS DO CRY campaign, which launched with a transformed version of The Cure’s iconic song, Boys Don’t Cry. The campaign is the brainchild of independent advertising agency The Hallway, produced in partnership with The University of Melbourne’s Centre for Mental Health, Heiress Films, Good Oil’s Tom Campbell, Uncanny Valley, Initiative and powered by UnLtd – raising funds for mental fitness foundation Gotcha4Life.
Here we have Sam Buchanan, General Manager at IMAA (Independent Media Agencies Australia) :
When was the last time you cried?
Now that I am a father of two – when don’t I cry?
Kids are not only great levellers – even though I try to be the cool dad, I still get laughed at! – but also turn their dads into giant, emotional blubberers. I could not love them more - family is so important and working from home has brought that into even more of a sharp focus.
When I was a kid, of course you cried when you fell over, but my biggest cry was when my dog got run over. I was only four years old, but I can still feel the loss of Snuffy.
Tell us about your experience of traditional masculine stereotypes growing up?
School for me was full of traditional male stereotypes – from the playground bully, to the sports jock, and teachers who preferred disciplining to actually teaching. I’ve always been a happy go lucky guy, so none of this really phased me.
There are grown up versions of these stereotypes in workplaces too, but thankfully it’s becoming less of a thing as societal norms shift rapidly. And that’s a good thing.
What would you tell your 15-year-old self about opening up and showing your emotions?
15 is a tough age for a boy. Puberty and hormones swirling around your body as you become a man child – it’s hard to show emotions when your peer environment is all about pushing the boundaries, physically toughness, and no accountability.
I would simply tell my 15-year-old self that it’s OK to be yourself and surround yourself with people who agree that it’s OK for you to be yourself.
What do you want for the next generation?
No bullying. Complete inclusion. Opportunities for all. No suicides. And a happy, optimistic society.
What do we, as a society, need to do to challenge views that men should always put on a brave front?
Did anyone catch MAFS this week? It was very confronting for a man to watch another man be open, emotionally available, and vulnerable and then to be accused of not being a ‘man’.
The Twitterverse lit up – and it wasn’t the male contestant that copped it. That is a big step in the right direction. It’s not just about being brave. We all need to be brave throughout our lives, but why can’t we do that and be vulnerable and talk about our fears? Toxic masculinity also has to take a flying leap.
And if anyone saw or read about Grace Tame’s speech from a few weeks at the Australian Press Club – you could not ask for a better ambassador to affect real – and welcome - change.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.