The Mask of Masculinity
''In Britain 94% of violent crimes are committed by men... the biggest killer of men in the UK under the age of 45 is suicide. But why?’’(Joe Talbot, IDLES) I think this clearly summarises how toxic masculinity is such a big issue. In response to this, I created this Samaritans campaign, ‘The Mask of Masculinity’, using innovative forms of design combined with punk-rock band IDLES’ powerful lyrics. It aims to help raise awareness and spark conversation with toxic masculinity and men’s mental health. This was part of a D&AD project in collaboration with Google and HMCT.
This 3D lenticular poster aims to highlight issues from two different perspectives. The engaging and interactive design aims to spark conversation with the target audience of around 18-25 year old men.
These cans are printed using thermochromic inks meaning they invert in colours as they become warmer/colder as shown below. As the can is out of the fridge for longer and exposed to the heat of someones hands the colours then invert.
These beer mats can be re-shuffled as an interactive game by the target audience, placing the mats together to form a typographic message from the campaign.
Screen prints I created as part of some visual experimentation.
