THE MAN BOX
BACKGROUND
Gender equality is what I've been interested in all along, and I've constantly educated myself on the topic. Though, I've noticed the lack of movement from the man's perspective and how we seem to overlook the roots of the problem, which is how men are treated in society. So I've decided to choose this topic for my graduate project.
Around the world, men are likely to commit suicide 3.5 times more than women. One of the main factors is the pressure of fitting the gender expectations called "The Man Box'’ - Men don't show weakness, act tough, always be in control of themselves and more. These pillars make them feel the need to suppress their feelings and expressions. Soon isolated themselves from their emotions and were pushed toward loneliness and emptiness.
PROCESS
To collect insights for the campaign, the primary research is conducted through an online survey with 60 Thai young men, with the reference questions from 'The Man Box', a research conducted by Promundo & Axe among young men in Mexico, USA and UK. In addition, secondary research from articles, documentaries, advertising and discussion with fellow men are also used to gather insights for the project. 
Through the process, I've learned how much society's expectations have narrowed down their concept of life. Therefore, one of the common answers when asked what the pressure of being a man in an everyday situation is, the answer is to give their seats on public transportation at all times. Something so simple yet being disregarded that someday men need a seat too. This aspect is used in the campaign to challenge and trigger societal norms.
IDEA
'The Man Box' is an advertising campaign to raise awareness,
challenging gender norms and asking society to help free men from toxic masculinity. So instead of demanding them to 'be a man', we encourage them to break the stereotype: breaking the box. 
The campaign consists of men signage on public transportation as a reminder that someday men need a seat, too, leading people to find out more information through the campaign website, posters, creative items, and t-shirt merchandise.

​​​​​​​
Back to Top