We have discussed women's topics a lot in the media and now it's time to talk about men, especially young ones. We are talking about Generation Z. For many years, the image of a successful man has been associated with muscles, expensive cars and power. This had a huge mental impact on young men.

The Unstereotype Alliance wants to build appropriate media communication to reach young boys and stimulate discussion about mental health in the context of achieving success.

Our goal is to plan activities and create a media campaign with amazing idea and digital activations.

I'm a man, I'm a huMAN - this is the idea and slogan of our campaign, which shows that being a man is, above all, being a human being. In our opinion, a man should be able to confidently talk about his emotions, weaknesses and just be himself. Let him define his own success. We’ve analyzed data that show that boys in our TG have plenty problems with mental health, and their social determinant of success is material well-being. It's time to pay attention to the fact that success starts within ourselves, more precisely with the condition of our MENTAL HEALTH.

Therefore we are introducing mental health based KPI’s as a measure of success.

Our research about TG 18-27 men provided us with data, that they spend a lot of time on digital platforms and social media. On average over 12 hours a day!

We will give men a voice and space to share real stories and we will also invite famous men (gamer, actor etc.) from all over the world who motivate and inspire our TG. We will also show real stories of men in professions like policeman, teacher etc.

We will show that they pay attention to HUMAN EMOTIONS AND MENTAL HEALTH CONDITION and that for them this is the real determinant of success. We will show men that there exist different definition of success - mental health, and ask them important question "What is your MENTAL SUCCESS STORY?".

We use mix of online and offline media activities, each will direct them to digital.

We use following touchpoints:

- Outdoor (murals, bus station, print) with our idea slogan “I’m a man, I’m a huMAN” and interactive QR code

- We will create educational landing page https://www.unstereotypealliance.org/mentalsuccess and invite men from whole world to share their answer our question "What is your MENTAL SUCCESS STORY?"

- The Unstereotype Alliance will create branded assets for online promotion in all social media platforms and streamings

- We invite famous men & influencers to publish their real stories in social media and podcasts about their mental health and the real meaning of success. They will invite their young men followers to discuss about this topic.

Campaign will be live in the most mentally demanding months (September – November).