What does it mean to be a man today? That’s the question the charity, Future Men sought to ask the UK public, to show how negative perceptions of masculinity are having a detrimental impact on society.
Summary
Future Men challenged AxiCom to craft a survey that would shed light on the perceptions of masculinity in the UK today. Then off the back of the results, generate vast media attention and spark a wider public conversation around what it means to be a man. In turn, raising Future Men’s profile and highlighting the importance of the intervention and proactive work it provides for boys and men.
Challenge
AxiCom surveyed a representative sample of the British public to discover opinions on masculinity and what it means to be a man in the UK today. To increase relevancy and maximise media attention, the results of the “Future Men 2018 Survey” were released on International Men’s Day. With a carefully positioned press release, AxiCom engaged with a range of key national, lifestyle and broadcast media. The team also capitalised on the conversations in the media around #PapooseGate to specifically target ITV’s Good Morning Britain.
Strategy
As a result of AxiCom’s pitching efforts, Future Men’s CEO went head to head with Piers Morgan on ITV’s Good Morning Britain, discussing “Should men man up?” The team also secured a special feature on Channel 5 news and top coverage including The Independent, MailOnline and GQ. The combined reach hit over 86.3 million, sky rocketing Future Men’s profile, which culminated in Prince William paying the charity a visit!
Results
"I know I have said it a lot but cannot say it enough. It would not be this much fun, or have this much impact without you and your team behind it.”
Christopher Muwanguzi, Former CEO
