Video link: https://youtu.be/WzT6dtbiyck

​

My team’s project, My Man Goal, is a campaign that aims to redefine masculinity and aid male athletes in achieving their goals through recognising strength in vulnerability. It encourages male athletes to express freely without fearing traditional masculine norms and its consequences; to reduce adverse impacts in the lifestyles and mental health of both male athletes and sports viewers. Ultimately, to promote healthy masculinity and urge men in sports to live beyond masculine stigmas. 

​

The campaign will go through 4 phases – awareness, education, engagement and sustainability – from pre-event and during to post-event. The campaign’s touchpoints consist of a variety of media that converges with the four types of media in Dietrich’s PESO Model: paid, earned, shared and owned (Dietrich 2020). My team crafted the artefacts and formed the elements of the campaign based on a detailed user-experience journey map.

​

​