This campaign is a call to action for people to recognise that “masculinity” is very much a part of male life and is a reminder to improve the language we use when talking to and about men.

The idea that men’s worth is tied to their masculinity has been a staple
of modern society for many years. This masculinity can be judged on everything from a man’s height to shows of heterosexuality, from the number of heavy things he can lift to the way he treats women.