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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
Credits Other credits

Project Manager: Sara Leroux

Strategist: Brittany Dow

Associate Account Manager: Eoin Sherry

Account Managers: Jackie Kleinberg, Tony Koutoulas

Account Director: Andrea Lee

Account Coordinator: Madeleine Porter

Line Producer: Tom Evelyn

Post Production Offline: Rooster Post Production

Executive Producer: Melissa Kahn

Editor: Michelle Czukar

Post Production Online / Transfer: Alter Ego

Producer: Hilda Pereira

Editor: Eric Perrella, Darren Achim

Colourist: Clinton Homuth

Audio House: Berkeley

Producer: Tyna Maerzke

Director / Engineer: Jared Kuemper

Casting: Shasta Lutz / Jigsaw Casting

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