THE UNTYPE INITIATIVE

The Ask: Develop a cause-based campaign about anything.

Three friends and I thought it would be cool to audit a class taken by copywriters, art directors, and experience designers. This is the result.

Bite Size.

THE PROBLEM
We came across a topic that was overlooked in cause-based work: men’s mental illness.

THE INSIGHTS
1. Men are constantly told that they have to fit into one type of masculinity—they’re athletic or brainy, the class clown or the ladies’ man, they’re stoic or sensitive. Our culture has certain stereotypical, unrealistic expectations of men. Men internalize these expectations and develop mental illness when they feel like they don't measure up.

2. Men are way less likely to get help than women. Men avoid talking about their problems, especially with topics like mental health because it isn’t considered “manly” to talk about your feelings.

THE OPPORTUNITY
Masculinity can’t be changed overnight, but you have to start somewhere. By starting a conversation about men’s mental illness, we can expose male stereotypes and the way that those stereotypes affect them.

THE SOLUTION
The Untype Initiative: an organization working in partnership with the National Alliance of on Mental Health (NAMI) to bring attention to the ways that stereotypes negatively impact men’s mental health. 


PLAY THE GAME. 

 
 

Hungry for more?

My team and I created a website for the Untype Initiative. Check out more info there!


The Team: Mark Thompson (CBM), Joe Baumgardner (CBM), Emily Hudson (CBM).