Redefining male stereotypes with Lynx
THE CHALLENGE
To support Lynx’s new marketing campaign ‘Men in progress’, and position Lynx as a more emotional, genuine brand amongst the student community.
THE STUDENT INSIGHT
Male mental health is a topic that is an everyday issue for students, though one that is rarely addressed publicly. There are lots of stereotypes around masculinity, and ill-informed judgements, but what does it actually look like?
THE IDEA
So what does it actually mean to be masculine? We interviewed students across the country to get an educated and authentic view of how young men are changing, and shed light on the misconceptions surrounding them. We profiled a male nurse, a transgender photographer, a DJ, a rugby player, and a British muslim, and they spoke candidly to us about their definition of body image, and opinions of how this is changing for young men
Click to check out the campaign
THE RESULTS
Over 50,000 page views of the Branded Stories (over 100% up on benchmark)
- Over 700 social engagements from the stories