MAN UP, a documentary CAMPAIGN FOR SOCIAL MEDIA

HOPE not hate (the charitY TRUST)

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BRIEF

Research by the anti-racist charity Hope not Hate found that the far right were recruiting out of mentally ill and isolated men, who were too proud to access mental health services. This phenomenon had been found to be especially pronounced in the post-industrial area of Merthyr Tydfil, South Wales where unemployment and harm from drug consumption are especially high.

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STRATEGY

To target Men in a specific town (Merthyr Tydfil, South Wales), at risk of indoctrination by the far right using examples of local men who talk publicly about their struggles with drugs and mental health.

Using the polysemous phrase 'man up' as a point of departure to start a conversation about masculinity and its thorny connotations.

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PRODUCTION

Filming two local characters as the main interview subjects using an actuality doc film making approach so as to seem as if the subject is in a private space, allowing them to open up about their feelings with one another. A series of portraits of local men, in the town out drinking so as to encourage sharing of the video and start a conversation across different demographics.

Highlighting the causes of the economic plight of the town in the edit by intercutting stock footage of miners during pit closures with present day footage of the ruined edifices of industry.

Lively, playful motion titles for social autoplay, where audio may not be present. And an additional several smaller deliverables for socials.