Problem: With identity-based harassment rising, 40% of teachers are feeling too powerless to intervene, creating an urgency to redirect the rebellious energy of boys away from "red pill" toxicity and toward positive masculinity through the voices they actually respect.

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Insight: It can be hard for educational establishments to connect with teens, as they are naturally rebellious. But they often idolise and take more influence from famous people to connect with their peers. 

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Solution: Popular artist Stormzy and the violence against women and girls prevention charity, White Ribbon, attend schools with the 'Masculinity Is...' campaign. A campaign where boys aged 11-16 who are vulnerable to content from the 'red pill community' come to understand the harms of views being pushed, by reinforcing positive masculinity through insightful, engaging, educational talks and a mini-documentary.

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Creative Conscience submission in collaboration with Edward Talling.