Year 9 Integrated Campaigns

The Campaign 2017

He’s casually sitting with his leg up on a stool. His face shines as his crystal white teeth shine back at you. His muscular body is enhanced by his well-defined six pack. He doesn’t cry. He’s a man, right? He’s got the girls, he’s got the smarts and he’s got the looks. Is this how you perceive masculinity?

These opening lines spoken as part of the launch of the 9V campaign “Vote 1 Masculinity” perfectly capture one of the challenges confronting young men today of how to find positive role models and affirming notions of masculinity in a world where they are exposed to so many negative and superficial ones. This was the challenge that was presented to the Year 9 Integrated Studies classes as they investigated both the positive and negative images of masculinity presented in a range of texts spanning several decades. The unit of work then culminated in “The Campaign: Manhood – It’s Time to Reinvent the Code.”

Each class was given the brief to devise a campaign which encouraged and promoted positive ideas about masculinity to young males in the 13-21 demographic. The classes then devised a campaign strategy which would grab the attention of their target audience and challenge existing assumptions and stereotypes about masculinity. They formulated their key message and, after researching other campaigns and campaign material, they created their own which included websites, commercials, podcasts, billboards and posters for bus stops, as well as social media pages.

The Year 9 cohort then came together in the Fr James O’Doherty OP Performing Arts Theatre to compete for the title of “Campaign Champions”. The calibre of the campaign material presented on the day was very impressive but the ultimate winner was 9M Enterprises with their “Real Strength” campaign. Special thanks also go to our judges Fr Matthew Boland, Mr Michael O’Brien and Mr Michael Parrella.

Ms Margaret Snelling

Curriculum Leader - English