The project brief required students to research a social issue in South
Africa, identify a brand that addresses it, and create an integrated campaign
with three deliverables, including a physical touch point.
The chosen issue is Toxic Masculinity, which is a foundational problem
for gender-based violence and homophobia.

The campaign targets middle-
aged men, encouraging them to embrace their masculinity and uplift
others. The illustration style is vibrant and expressive, aiming to emulate
the potential freedom of oneself while unlocking the emasculated inner
child.

The mural, which would be placed near taverns and bars, would encourage
prospective men to paint and express themselves, aiming to unlock
the inner child and promote a more inclusive society.