TOXIC MASCULINITY

MARKETING PROPOSAL

PROPOSED BY:
GEE GANCHIMEG
DARREN SEELY
MATTHEW MONTAGUE
DELPHIA LLOYD
 MARKETING
DELIVERABLES

DESCRIPTION
Title IX is a department within all US school campuses that protects
students and faculty against discrimination and harassment. One of the
many influences that leads people to harass or discriminate others is Toxic
Masculinity/Tough Guy Syndrome. We, as students from the Marketing
Management Class, have come together to create an outline of possible
deliverables that Title IX could use for a future Toxic Masculinity Campaign.

DELIVERABLES
Social Media Posts- We have provided 5 examples of social media posts. We
created these social media posts with the goal of educating our audience on Toxic
Masculinity and to give them a chance to advocate by sharing the posts.

Poster- We created a poster format that can be used as a flyer or printed on a

bigger board to be used as a presentational poster for events. This poster is made
with the goal of attracting attention and directing the audience to the Title IX
website. We plan to replace the cartoon of Uncle Sam with outlined cartoons of
men of different races so as to avoid targeting a certain race, nationality, or
ethnicity.

Video Story Board- Rather than having one large video. We created a few short
videos which show different aspects of Toxic Masculinity and how it affects our
lives. These videos can be compiled into one longer video for Youtube and kept
individual to be put in separate posts onto Instagram, TikTok, etc.

Website- For the Title IX BYUH website, we created text and a quiz that can be
added as a section to the single page they currently have or even put as another
page on their website. This text and quiz is meant to help the audience find deeper
understanding and apply the knowledge to their lives.

Outreach Event- Our outreach event is created with the goal of not only
increasing awareness about Toxic Masculinity but also of the Title IX department.
We want to show them where they can find Title IX and what Title IX is while
telling them what Toxic Masculinity is and why Title IX cares about it.
 SOCIAL MEDIA POSTS
How are You Being Affected
by Toxic Masculinity?
This is a problem that affects
everyone and needs to be
addressed. It is the root cause
to many injustices done to
women, and puts emotional
pressures on men that affects
mental health. Speaking about
this issue is the only way to fix it.
#NoMore
Toxic Masculinity: It's Not Just
a Myth
It's not just some concept that
a few people have come up
with. According to the US
Department of Justice, 76% of
domestic violence is done by
men to women.
 SOCIAL MEDIA POSTS

T
TOOX
XIIC
C
M
MAAS
SCCUUL
LIIN
NIIT
TYY

Three Behaviors Behind it...

1. Suppressing emotion
2. Appearing "hard" and "cold"
3. Abusing power and using violence

Many men are pressured into Toxic masculinity is hidden or

suppressing and covering up disguised in many traditional
their true emotions. By not
or cultural views. It is up to
being able to be vulnerable,
today's society to understand
problems arise in their social,
the negative effects this has.
academic, and work life.
Drowning alone is not easy.
 SOCIAL MEDIA POSTS

Men D̶ o̶ n̶'̶t̶ Cry

And That's Okay

END THE STIGMA

Crying is not a woman's thing,

but a human thing. As a
society, we need to take the
stigma away from men having
deeper emotions, and
encourage men that their
masculinity is not taken away
from letting yourself grieve.
POSTER
 VIDEO STORYBOARD
Video 1
Opening scene of a male student
hearing bad news over the phone.
However, he tells himself “I’m a
man” and you visibly see him resist
tears and emotion. Voiceover starts
with the definition of Toxic
Masculinity. The video ends with the
phrase, "It’s not just men hurting
women, it’s men hurting
themselves."
Video 3
Opening scene of a very muscular
man at the gym. The video pans
past him to a smaller guy watching
him insecurely. It cuts to a scene of
the smaller guy scrutinizing his
muscles in the mirror. He sighs
dejectedly and walks out. The
camera pans from him walking out
to his phone open on the counter
of a picture on social media of a
muscular guy with the caption "Real
Man". The video ends with the
phrase, "It's judging manhood by a
body."
Video 2
Opening scene of a husband doing
the dishes at home. His friends are
in the living room hanging out and
watching tv. One friend notices he's
washing dishes and walks over. The
friend says, "Why are you doing
your wife's job? You're the man of
the house, bro, not the maid." The
husband says, "My wife isn't the
maid either." The video ends with
the phrase, "It's viewing women as
lesser."
Video 4
Opening scene of a group of guys
looking at a girl. All of them are
joking about how they know they
could get a kiss from her or how
she would probably like it if one of
them went up and put his arm
around her/touched her. A
passerby hears them and says,
"What makes you all think that's
ok?" The video ends with the
phrase, "It's feeling entitled because
of your gender."


​What is Toxic Masculinity?

Oxford Dictionary says that it's “a set of attitudes and ways of behaving stereotypically associated with or
expected of men, regarded as having a negative impact on men and on society as a whole.”
Basically, It’s a term for the behavior of men and masculine folks that restricts the freedoms of others,
specifically women and children. Toxic masculinity involves cultural pressures for men to behave in a
WEBSITE

certain way.

Toxic Masculinity; It’s not just about the Victim

Signs of Toxic Masculinity:

· Being the classic “tough guy”
· Being aggressive
· Lack of emotion
· Insensitivity to others
· Sexism and discrimination

It is still masculine to...

· Be sensitive
· Express emotion, even if it’s hard
· Respect others opinions and views
· Be Inclusive
· Put yourself in other’s shoes
WEBSITE

Website Quiz
Formatted in a "Buzzfeed-esque" type of way.
It will be a simple and engaging way for
people to quickly see how much they know
about toxic masculinity and the effects of it.

Ex: Why is it toxic masculinity an

important topic to discuss?

a) Men need to be stronger

b) Everyone is negatively affected by it
c) Women should be superior to men
d) all of the above
 OUTREACH EVENT

What is toxic masculinity?

It’s a term for the behavior of men and masculine folks that restricts the
freedoms of others, specifically women and children. Toxic masculinity involves
cultural pressures for men to behave in a certain way.

The purpose of the event

The purpose of this event is to spread awareness of the dangers of toxic
masculinity. Through this event, students will be able to educate themselves and
others about toxic behaviors to create a healthy society.

The goal of the event

To allow students to be informed more about title IX
100 tours will be done with 3 students in each group

Location and Time

December 1, 2021; 1pm-5pm
Brigham Young University- Hawaii; At front of Aloha Center
Refreshment provided: Water, orange and apple

Estimated Budget
Fruits and bottle of water for 300 students - $1200
Making pamphlets- $350
Total: $1550

Timeline
1:00 pm- Opening
Each tour 10 minutes
5:00pm closing

Workers
3 people at front, 2 tour guides to escort to the Title IX office, 3 professionals to
give a tour.