The Mask of Masculinity

  • Callum Stacey

A Samaritans campaign aimed at young men, using innovative forms of design combined with punk-rock band IDLES’ powerful lyrics. It aims to help raise awareness and spark conversation with toxic masculinity and men’s mental health. ''In Britain 94% of violent crimes are committed by men... the biggest killer of men in the UK under the age of 45 is suicide. But why?’’ (Joe Talbot, IDLES)

Lenticular 3D designed poster to show different perspectives on these themes. It aims to capture the target audiences attention in a busy environment, aiming to provoke them talk about these themes.
The challenge was to create a typographic lead response using only Google Fonts. This was a D&AD lead breif in collaberation with Google and HMCT.

These cans are printed with thermochromic inks meaning they invert in colours as shown above from hot to cold, making them more interactive and innovative

The beer mats can be re-posinted and composed together to read the 'Love Yourself' lyric, acting as an interactive and engaging game.
Screen print experiments.