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White Ribbon: Boys Don't Cry
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"Boys will be boys." What does that even mean? It used to mean being brave, being strong, being tough. At White Ribbon, we know how important it is to let boys be so much more than that. This public service announcement, launched to coincide with Anti-Bullying Day, offers a heart-wrenching look at the roots of toxic masculinity, and how various inputs throughout a young boy's life tragically lead him towards acts of gender-based violence. Agency: Bensimon Byrne, Toronto
Project Manager: Sara Leroux Related
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