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Top 6: December 22nd 2021
Interactive
White Ribbon: UncomposedTop 6: December 22nd 2021
White Ribbon is commemorating its 30th anniversary by exploring the power of music to challenge societal norms about masculinities in its continued effort to end all forms of gender-based violence. Today marks the launch of Uncomposed, a global initiative that harnesses the power of music to promote emotional literacy and help men and society redefine strength in emotions. The multi-faceted campaign features an original composition; a documentary; and a survey about perceptions of masculinities.
Agency: Besimon Byrne, Toronto / OneMethod A recent 2021 study commissioned by White Ribbon reveals the prevalence of gender biases related to the expression of emotions. Seventy-six per cent of North Americans believe boys and girls are taught differently about expressing emotions. And while almost 150 million North Americans would feel relief if showing emotion was more widely accepted, at least 30 million have told their sons not to cry. The Uncomposed campaign explores how men are socialized to dismiss their feelings, particularly sensitivity and vulnerability, which results in emotional withdrawal, disconnection, violence, self-medication and risk-taking. While anger and frustration have long been the stereotypically accepted ‘male’ emotions, White Ribbon aims to help men express a healthy emotional range, so they feel free to be themselves. When men express joy, sadness, hurt and fear, they create deeper connections with their loved ones, friends, and peers. According to the survey, more than 81 million North American men say they are reluctant to cry for fear of looking weak. Another 46 per cent say they find it difficult to express their emotions to anyone outside of their immediate family and partner. With a clear understanding of the root causes and effects of societal stereotypes about what it means to be a man, White Ribbon looked to the therapeutic effects of music to make positive and profound change. Grounded in science, Uncomposed was developed by world-renowned producer Jared Kuemper with support from Canadian Opera Company Music Director Johannes Debus, as well as notable North American music cognitive scientists. It was performed live by a quintet, in partnership with the Canadian Opera Company at the Four Seasons Centre for the Performing Arts. A video of the recording documents the experiences of four men of diverse backgrounds as they hear the composition for the first time.
Client: White Ribbon Canada Also best this week |
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