This White Ribbon campaign deals with a complicated social issue in a compelling and alarming manner. Created in collaboration with advertising agency Bensimon Byrne, the 'Boys Don't Cry' PSA undertakes a strong narrative tone that delivers statements in frequent intervals. The background music adds a powerful effect that ultimately contributes to the cinematic quality of the marketing material. The ad follows the coming of age of a little boy who is constantly met with statements like 'Boys will be Boys,' or 'I need you to be brave.'
What is most compelling about this White Ribbon campaign is its brutal honesty. Many commercials that raise awareness of toxic masculinity make statements and promises about the future. This one is a cautionary tale that is sure to capture the audience's attention due to the overpowering ominous undertones.
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