Humankind Campaign Book by Owen McLaughlin

Owen McLaughlin

Margarita Barrios Ponce

ARTG3452 Cause In Form: Design and Social Impact

The Story

Story

Many young boys across the US are subject to societal and cultural norms such as unrealistic male stereotypes and toxic masculinity that are learned through media, social media and their peers. This ideology causes easily influenced young boys to conform to unrealistic standards, such as that they must look a certain way, like certain things and suppress emotions in order to feel like they fit in. This can hurt their growth and understanding of what it means to be a human being, and there is not much out there to help these boys navigate the difficulties of life and to help them figure out who they are. This lack of guidance leads these boys to making poor life choices and creating toxic mindsets that could affect their lives forever.

Boys tend to view the disclosure of their emotions to others as weakness, which discourages them from talking about what they are feeling and managing their emotions in a healthy manner.

- Marymount University

69% of men aged under 35 said that gender stereotyping of children has a damaging effect on perceptions of what it means to be a man. - Fawcett Society

Most self-esteem issues are school and performance related, especially for males who do not fit the stereotypical model of what it means to be male, like being athletic, strong, independent, or intelligent.

- Andrea Hendel

Men who strongly conformed to masculine norms were not only more likely to have poor mental health but also are less likely to seek mental health treatment.

- Fraiser

Foundation

Children who hold stereotyped views about gender – for example, boys are tough –have lower well-being, especially when their friend groups emphasize these stereotypes.

- Think or Blue

51% of people said gender stereotypes constrained their career choices and 44% said it harmed their personal relationships. - Fawcett Society

It is not about being

What is humankind?

humankind is an organization that is aiming to help young boys learn about themselves and how that can help them navigate the world, in order to create a standard for our future men to be more empathetic, emotional and sensible human beings, and overall find their humanity.

The campaign name humankind comes from the concept of helping these boys learn that in the end it is about being human and that is the root of being a “man,” as well as that we are all the same people and that we should be kind to ourselves and those around us.

a man

We want to help young boys reject the masculine stereotypes and toxic masculinity that have become the perceived norm for boys to follow as shown through the information they take in from movies, TV and social media, as well as what they see their own peers and people in their personal lives act. Instead, we want to help young boys to avoid these influences and avoid the stereotypes of being a “man,” and instead embrace their ambitions, emotions and humanity in order to become smarter individuals through developing healthier habits and ways of thinking they can take through the rest of their lives.

Target Audience

This campaign is primarily targeted towards boys age 10-13, as this is the age that children are typically starting to come into themselves as people, but are more easily influenced by what they see around them. Boys are likely to see their peers developing into their own personalities and could become easily influenced by what they think is “cool” through both their peers and the media they take in. This is also an age where emotions become more complex and harder to understand, and problems boys could have are more dire circumstances, thus targeting this age demographic would be helpful to help them connect with the messaging of the campaign and be able to understand themselves more based on the relevancy of the stories the campaign tells.

Location

Target this specifically at or around schools in urban areas, at bus stops or subway stations, places young boys and their families frequent like malls; also little posters and objects that would be put in schools and carried around by the target audience.

Comic Book Posters Social Media Campaign Deliverables

It is about being

The Rollout

The whole campaign follows the stories of these characters that could be based around real stories from young boys, in order to humanize and connect with the audience who could see themselves in these cartoon characters and possibly help them reflect on themselves. They make up MAN: Max, Andy and Nick. They are the centerpiece of every part of the campaign. There is a comic book that would be distributed in schools or could be bought that follows these boys and their stories, elaborating on the toxic stereotypes they face and how they learned to combat them and find their humanity and themselves. This comic also discusses the mission of the campaign and helps readers reflect on what the characters learned. The comics would also selectively have little keychains of Max, Andy or Nick that could also be bought.

human

There is a series of posters that include the boys from MAN that have statistics and important facts about the struggle young boys face, and posters with punchy statements that direct boys on how to think of themselves in a more human manner that distinctly follow the stories elaborated on in the comics; these would be shown in subway stations, bus stops and malls, places that young boys could frequent. Some subway stations include the special mirrors with motivational quotes as a viral photo-op working in series that include the characters and a QR code that passerbys could scan and be led to the Instagram account. A social media account that would have info about the cause, the mission, statistics, and introductions to the characters for those who don’t have the comic.

The Brand

Brand

The logo for humankind uses Comfortaa font to illustrate the sleek branding of the campaign. The lower case title is meant to convey a relaxed and calm tone, while also being accessible and readable on the campaign posters, ads and other marketing to help people understand what the brand represents and stands for.

The color palette was chosen with the idea of what are considered “masculine” colors, those often being blue and green. The concept was to use a less vibrant and bright palette, focusing on more muted but distinct colors to minimize the idea of the masculine tropes these colors are associated with. The ambiguity of the colors allows for a palette that catches your attention while remaining identifiable and readable, while also allowing for a unique world to be created for our cartoon characters.

Primary Font

Comfortaa

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

Comfortaa waa chosen as the primary font for its sleek and smooth sans serif style that is readable and matches the aesthetic of the cartoon characters. It has a modern feel while also being somewhat fun.

Secondary Font

Avenir

ABCDEFGHIJKLM

NOPQRSTUVWXYZ

abcdefghijklm

nopqrstuvwxyz

Avenir was chosen as the secondary font due to its similarity to Comfortaa in being a sans serif, but for being a font that displays info on a smaller scale, it is more readable with sharper edges while still maintaining a round shape.

I want to follow this flat and cartoony, as I feel like it clearly communicates information and targets the audience in a way that I think is effective, as I think my audience will connect clearly with cartoons. Cartoons are something that a lot of kids enjoy, particularly boys, and would be susceptible to connecting to what they see when a message is delivered to them through something they enjoy or are familiar with.

Making these characters work as a stand-in for the young boys that deal with these issues every day of their life. Through the experiences of Max, Andy and Nick, our audience will be able to empathize with these boys and be able to reflect on their own life experiences similar to how they do. The consistency of these guys in the branding imagery is important to understanding the campaign mission and getting the messaging across through means of story telling and connecting to one’s own life and experiences.

Who is MAN?

This campaign will follow our three friends who together make MAN: Max, Andy and Nick. These three friends are all growing up together and are figuring out life and what it means to be a “normal boy.” Each boy has a perception that they are stuck with of what they think it means to be a real man in order to fit in with their peers, but together they will help each other and they will learn how to overcome these unrealistic ideas! They will all learn how to be more human and grow out of these unhealthy mindsets. What will YOU learn from their stories?

Max is 11 years old, and loves painting and making art. He loves his friends and enjoys spending time with them. He makes sure to enjoy the things in life that he loves and that it is important to be himself!

Andy

Andy is 10 years old. He loves sports and playing outside. He loves his friends and enjoys spending time with them. He always remembers to love himself for who he is and to not compare himself to others!

Nick

Nick is 12 years old. He enjoys reading and working in his garden in his backyard. He loves his friends and enjoys spending time with them. He always remembers healthy way to express his emotions and it is ok to be human!

Daisy

Daisy is a classmate of Max, Andy and Nick. She is very sweet and shy, but finds herself hanging out with the mean boys. Andy has a little crush on her!

Rob

Rob is a big jock fella. He’s an example of what a lot of boys want to look like, being big and strong. He is not very nice and is an instigator for Johnny’s actions.

Johnny

Johnny is the class troublemaker and bad boy. He’s not very nice and is a bully to others. He is a clear example of how boys think they should act to fit in with their peers.

The Campaign

Campaign

Comic Book

The comic book is the main focus and centerpoint of the entire “humankind” campaign. The comic would be distributed in schools or could be bought in bookstores. The comic tells 3 stories, each one focusing on either Max, Andy or Nick. The stories give examples of how boys like them and like the audience can fall victim to their own interpretations of what it means to be a normal boy at their school, but in the end they learn that these stereotypes are bad and not what they should follow. These stories are what is also told in the poster advertisements and social media posts, with the comic going the most in depth. The comic is meant to be read by boys with the goal of them digesting important material in a way they could recognize and enjoy, and hopefully relate to and help them self-reflect.

humankind

The MAN’s Journey

Max’s Journey

While going to lunch with Andy, Max sees Johnny and Rob loudly talking at the lunch table.

They are talking about the latest football game and their favorite violent video game, and things that the “cool kids” talk about.

Max wants to go sit and talk with the cool kids, but he doesn’t like any of the things they’re talking about.

Max gets frustrated and upset as he goes to sit down with Andy.

What’s wrong, dude? You seem kinda upset.

I wanna go talk with the cool kids, but I don’t like anything they are talking about and I feel like I don’t ﬁt in with them.

You don’t need to like what they like to ﬁt in. You just go over and be yourself and they will like you!

I’m afriad they won’t like me because I like making art and they don’t like that stuff, and then they will make fun of me.

Then they don’t deserve to be your friend. I think you and your art are awesome, Max. You should know it’s cool to be yourself!

Thanks, Andy. I really needed to hear that. You’re really a great friend.

When Max gets home from school, he sees his art supplies and starts to think of an idea.

Max feels creative and starts to passionately and happily paint a picture of him and his buddies.

Max finishes his masterpiece and proudly hangs it on his art gallery wall in his bedroom.

Andy’s Journey

On his way to class, Andy sees Rob towering over Johnny and Daisy while he talks to them.

While looking at his short stature, Andy compares himself to these other boys and gets sad and jealous.

He thinks of how big and strong Rob is compared to him, and how the big and strong guys he sees online are rich and famous.

Ugh! I am so jealous of you, Nick! You get to walk around all cool being big and tall and strong and I’m stuck as the little guy!

I’m never gonna be like you and those big strong guys, everyone probably thinks I am weak and a loser.

Hey, dude. Just because I look big and strong it doesn’t automatically make me a cool kid, just like those guys you see online.

Those guys are jerks, anyways.

It doesn’t matter what you look like, Andy. It’s whats on the inside. I think you’re a cool and funny guy. That’s why you’re my friend.

Thanks, Nick. Maybe you are right. I need to love myself for who I am and not compare myself to others for approval.

You’re a great friend, dude.

Later, Andy sees Daisy left behind her phone in class. Hey Daisy! I think you left this behind. I was thinking about selling it for a quick buck but thought I should give it to you instead!

Hehe! You’re too funny, Andy! Thank you for giving it back, that was very nice of you!

a renewed sense of confidence,

With

Andy goes home and proudly admires himself in the mirror.

Still got it, you handsome devil!

Nick’s Journey

While Nick is focused on his way to class carrying his books, Johnny sees him distracted.

Hey, pal! Watch where you’re going! Haha!

Nick notices that Rob and Daisy are whispering to each other and realizes they saw him get shoved.

Upset and embarassed, Nick hurries off to class as tears welt up in his eyes.

Thinking of what he sees in movies and on social media, Nick thinks of getting back at Johnny by fighting him to feel better and show he’s tough.

Johnny decides to shove Nick as he walks by, causing Nick to trip and fall over, his books flying out of his hands and onto the floor.

Max and Andy notice Nick looks upset and look at each other with concern for their friend.

Hey, Nick? Is everything ok, buddy? Andy and I noticed you looked real upset.

Johnny shoved and embarassed and made me sad earlier so now I wanna ﬁght him to show I’m not a wimp.

Don’t do that, Nick. Its unhealthy to use violence that way. Just because he hurt you does not mean to hurt him back.

I feel like a baby for crying, too.

It’s ok to cry and be upset, buddy. You’re human. Being open and emotional is healthy and makes you even stronger!

You can always come to us too.

Thank you, guys. That means a lot to me. You guys are my best friends.

We love you no matter what, Nick.

What is humankind?

What is our mission?

We want to help young boys reject the masculine stereotypes and toxic masculinity that have become the perceived norm for boys to follow as shown through the information they take in from movies, TV and social media, as well as what they see their own peers and people in their personal lives act. Instead, we want to help young boys to avoid these influences and instead embrace their ambitions, emotions and humanity in order to become healthier individuals.

It is not about being a man. It is about being a human.

Meet MAN

This comic book will follow our three friends who together make MAN: Max, Andy and Nick. These three friends are all growing up together and ae figuring out life and what it means to be a “normal boy.” Each boy has a perception that they are stuck with of what they think it means to be a real man in order to fit in with their peers, but together they will help each other and they will learn how to overcome these unrealistic ideas! They will all learn how to be more human and grow out of these unhealthy mindsets. What will YOU learn from their stories?

Max learned:

It is important to not feel like you are different and outcast just because you like things that aren’t “cool” or “normal.” It is ok to enjoy the things in life you enjoy and that it is important to be your most authentic self!

Andy learned:

You should not compare yourself to others based on looks, because looks are not the most important part of somebody, and that you should be nice to yourself and love yourself for who you are!

Nick learned:

It is important to have a healthy way of expressing your emotions. You should not hold your emotions in to act tough or take them out in an unhealthy way. It makes you human to have emotions and be upset or angry, and you should express them in a healthy way by talking about them with people you care about, because that will help you feel better and makes you more human!

What to remember:

The most important thing in life before being a man is being a human. It is ok to be authentic, vulnerable and genuine even when it may seem like that is not the norm. Learning to be more human is what will help you learn about life with an open mind and to not compare yourself to what you see around you. Always remember being human takes growth and learning, and that the journey may be difficult, but in the end you will become a healthier and happier person!

Have questions?

Have some questions or need some advice?

Keychains

The keychains of Max, Andy and Nick are meant to be little products that sell these characters as recognizable figures that the target audience could collect and wear on their backpacks and bags, that when distributed in schools would each come with one of the characters per comic. The hope is that the audience enjoys the story of the characters so much, that they find one that they think is their favorite because they connect with them the most, and hopefully spark conversation about these characters and their stories with their friends and create discussion about the messages.

Posters

The poster series is meant to deliver the main messages about the campaign: to be more human. There are two different types of posters: one type shows short punchy phrases that tell the viewer to reflect on how they treat themselves and to overall be more human, while the other type describes some statistics and facts for the viewer to get context on the issue and cause at hand, helping them understand how the issue of young boys experiencing oppressive cultural norms is dire and why it should be addressed. The posters are meant to raise awareness to the cause and the brand, while also connecting to the comics, involving Max, Andy and Nick in scenarios that connect to their individual stories, giving the audience an understanding to who these characters are and their symbolism to the overall campaign. The posters would want to help them learn about the cause and learn more about these characters and the campaign.

Boys who conform to masculine stereotypes in their teen years are more likely to have poor mental health and less likely to seek treatment.

69% of men aged under 35 say gender stereotyping of children damages perceptions of what it means to be a man.

humankind

Young boys with low self esteem often compare themselves to their peers in order to feel like they ﬁt in with what they think is the norm.

humankind

Be vulnerable. Be kind to yourself. Be human.

Be genuine. Be who you are. Be human.

humankind

Be authentic. Be more. Be human.

humankind

These posters will be put in public places like subway stations or bus stops that would be likely seen by these young boys and their families, with the playful characters catching their eye making them curious about the message. They would also be distributed with the comic books as mini posters to put around schools or on bathroom mirrors, somewhere where boys will read them and self-reflect.

Mirror Series

This series will feature both the poster variations with Max, Andy and Nick, with the inclusion of a mirror that works as the third image in the series. The mirrors feature a slogan or quote that is meant to make the viewer self-reflect (haha) and push themselves to be a better person and feel better about themselves, especially if they could be having a bad day. The mirrors also feature the characters and follow the stories that are featured in the comic. The goal of the mirrors are meant to work as a viral marketing tactic that people could take pictures with and spread the message of the campaign by posting it to their social media. This is meant to align with the campaign values of being more human and treating yourself with respect.

Boys who conform to masculine stereotypes in their teen years are more likely to have poor mental health and less likely to seek treatment.

69% of men aged under 35 say gender stereotyping of children damages perceptions of what it means to be a man.

humankind

Young boys with low self esteem often compare themselves to their peers in order to feel like they ﬁt in with what they think is the norm.

humankind

Keep your

Be kind to

Express your

humankind your head up!

humankind to yourself!

humankind

Be vulnerable. Be kind to yourself. Be human.

humankind

Be genuine. Be who you are. Be human.

humankind

Be authentic. Be more. Be human.

humankind your true self!

Social Media

This campaign will have a social media page that will help deliver the brand’s important messages in a way that is accessible by anyone who learns about the brand and has a smart phone. The page will have formatted versions of the poster ads, introductory pages for the characters, as well as little blurbs talking about the brand mission and other important calls to action. It can be accessed through QR codes that are placed in the corners of public advertisements, which when scanned will bring directly to the page. This also gives a way for people who support the campaign to discuss their experiences with each other and follow it wherever they go as reminders in their daily life by practicing a humanistic way towards life.

Be real. Be human.

Our Mission

Help young men reject masculine stereotypes and toxic masuclinity, and instead embrace their ambitions, emotions and humanity.

It is not about being a man. It is about being a human. Be you. Be human

Meet Nick:

Nick is 12 years old. He enjoys reading and working in his garden in his backyard. He loves his friends and enjoys spending time with them. He always remembers that it is ok to express his emotions and it is ok to be human!

Boys who conform masculine stereotypes in their teen years are more likely to poor mental health and less likely to seek treatment.

Meet Andy:

man. conform to stereotypes years to have health

Be authentic. Be human.

Be who you truly are. Don’t compare yourself to others. Express your true emotions and feelings.

Just be human.

Meet Max:

Call to Action

The most important thing in life before needing to be a man is first being a human. People need love and compassion now more than ever, especially young boys who may not think they need that based on the toxicity of society around them. They need to know it is ok to be authentic, vulnerable and genuine even when it may seem like that is not the norm. Learning to be more human is what will help you learn about life with an open mind and to not compare yourself to what you see around you. Always remember being human takes growth and learning, and that the journey may be difficult, but if you go out into the world with love, empathy and compassion, you will be rewarded for it. In the end you will become a healthier and happier person that will make the world a better place for you and everyone around you!