White Ribbon

Joseph Bonnici, Creative Director / Partner
David Mueller, Creative Director / Copywriter
Debbie Chan, Creative Director / Art Director
Matt Doran, Copywriter
Brittany Dow, Strategist
Sara Leroux, Project Manager
Hubert Davis, Director
Andrea Lee, Account Director
Tony Koutoulas, Account Manager
Jackie Kleinberg, Account Manager, Vanessa Kissoon, Associate Account Manager
Maddy Porter, Account Coordinator
Michelle Pilling, Producer

Bensimon Byrne *Lead Agency

Joseph Bonnici, Creative Director / Partner
David Mueller, Creative Director / Copywriter
Matt Doran, Copywriter
Brittany Dow, Strategist
Sara Leroux, Project Manager
Hubert Davis, Director, Michelle Pilling, Producer

Narrative

Debbie Chan, Creative Director / Art Director
Andrea Lee, Account Director
Tony Koutoulas, Account Manager
Jackie Kleinberg, Account Manager, Vanessa Kissoon, Associate Account Manager
Maddy Porter, Account Coordinator

Boys don’t cry demonstrated that a powerful idea can impact millions in spite of having a $0 media budget behind it. As an organization dedicated to the eradication of gender-based violence, White Ribbon took on the daunting task of educating men on a highly divisive topic, toxic masculinity. Our film demonstrated how the bottling of emotions results in the most toxic form of masculinity. Without a media budget, we reached millions globally. Achieved a 90% positive social sentiment. Our film is now used Canadian and Australian classrooms, and soon Brazil.