Just be Better is an animated series that broke down male stereotypes – not by talking like a brand, but by talking like our audience. To do it, we created content that looked and sounded like the stuff Australian teenage boys are watching. The series featured two characters who would say lots of dumb and hilarious things, but when it came to talking about gender roles, they were surprisingly respectful and mature. By using typical Australian male language – as crass as that may sometimes be – we demonstrated how you don’t need to be perfect to break gender stereotypes, you just need to be better.

Australian male teenage boys are difficult to reach and connect with. Their sense of humour is very niche and, for the most part, immature. They also don’t like authority figures telling them what to do. We knew we couldn’t preach to them like a regular public service announcement would – we needed to speak their language. So, we embraced the animation style, offensive language and crass jokes that are part of their culture to not just tap into it, but to become part of it. Only then could we share our message and influence behaviour change. The result was a campaign that didn’t feel like an ad, but content that was created in a teenager’s bedroom.