This campaign faced no restrictions.

Research shows that, as infants, boys are allowed to express a wide range of emotions. As they grow older, social norms dictate that “real men” show little to no emotion. To create a healthier, more positive masculinity, we needed to explore the roots of this toxic behaviour.

This film takes a vital look at how boys become men in 2019. It revisits the moments from toddler to teenager—familiar to many boys and their parents—that shape the life of a young man. From the moment he’s told that “boys don’t cry” at an early age, he’s molded to fit an outdated construct of masculinity and to look and act in a way that betrays what he really feels. As the film progresses, we see in tragic detail how a boy with such brilliant potential is emotionally compromised—slowly and deliberately formed to become nothing more than an alpha predator.