White Ribbon: Men Don't Want Flowers

White Ribbon is the world's largest movement of men and boys working to end violence against women and girls, promote gender equity, healthy relationships and a new vision of masculinity.

But these stereotypes are so deeply rooted in our culture, it's difficult to start a conversation about it with young men as they tend to quickly shut down or tune out to avoid talking about it.

So began our latest campaign with a simple, relatable stereotype. Why is it that only women receive flowers? This entry point allowed our audience to engage and then expand their learning to other stereotypes that they might think about questioning.

We brought together a wide range of men (including former Canadian Football League All-Star Chris Van Zeyl) and we asked them what they thought about giving people flowers, if they had ever received them, and why it was mostly women who got them.

The campaign launched with teaser videos on social media and then a Watch Party that included a wide ranging discussion with the cast, crew, and the team from White Ribbon.