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Boys Don't Cry

Award: Wood Pencil

Wood Pencil / Digital Marketing / Online Video & Viral Films / 2019

White Ribbon is the world’s largest movement of men working to promote a heathier vision of masculinity. On Canada’s National Anti-Bullying Day, we launched a film that ponders what boys are allowed to feel. We had a zero-dollar media budget it ended up as a feature story on every national network in Canada. Sports teams like the Toronto Maple Leafs shared it with millions. The mayors of Toronto, Ottawa and Calgary shared the film on social. Monica Lewinsky, supported in the US. The film is being used as a teaching tool in schools across Canada.

  • Boys Don't Cry
  • Boys Don't Cry

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