The Human Code was conceived following an ambitious cultural change idea – what if we challenged dominant ideals around gender and masculinity? Could we dare the status quo, nurture healthier attitudes towards what it means to “be a man”, and (in turn) create a sustainable community-based environment that works towards reducing and preventing harmful behaviour (including suicide and domestic violence) over time?
Collaborating with a broad range of government and community bodies, The Human Code was an explorative campaign with a powerful purpose.
The approach for The Human Code was based around our ‘reflective intent’ methodology; drawing the audience in through authentic and raw imagery and messaging, allowing the viewer (particularly men) to engage with the brand on deeper and more intimate level, evoking a change in behaviour.