A campaign challenging the pressures of masculinity that can lead to gendered violence.

While family violence continues to rise in Victoria, many men disengage from prevention messaging they feel “isn’t for them” – despite harmful norms playing a key role. We saw an opportunity to shift this by recognising that men listen to other men. What Kind Of Man Do You Want To Be? reframed the conversation from blame to aspiration, inviting Victorian men into honest self-reflection about who they are and who they want to become.

A social-first campaign featuring 12 real men challenging outdated ideas of masculinity brought this to life across formats, from long-form film to short social and OOH. The result? The campaign set new benchmarks across the board for any campaign Respect Victoria had previously run, particularly in engaging men. “The Victorian government, and the sector, consider this a turning point for how we do prevention.” - Molly Whitiker-Ferrie, Respect Victoria.