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Creating space for men and boys to define masculinity for themselves.
YOUNG PEOPLE
LEADING CHANGE
This is Manly began as a youth-led campaign to redefine and broaden narrow stereotypes about masculinity. Today, it’s grown into a community-wide movement that equips everyday role models to influence boys and young men in positive, powerful ways. Together, we’re changing the narrative - and you’re part of the story we’re telling.
REAL MOMENTS. REAL MEN. REAL INFLUENCE.
We asked West Australian men, what does being ‘manly’ mean to you? Their answers weren’t about toughness, dominance or success. Instead, they were about care, presence, humour, patience, vulnerability, mistakes and second chances. They were about the men who shaped them and the everyday moments that mattered. Below are some of the stories that shaped the movement.
BEN AND FINN
What does it mean to be a father? A role model? A mentor? Our early insights flagged that fathers are still the most dominant force in young men's lives - a guiding force for their attitudes and values. We spoke to Ben and Finn about this dynamic.
NATHAN AND TOM
As gender roles become less defined, being a 'good human' becomes more and more important. In an ever-changing world, Dads told us that they are struggling to hold onto traditional values as a way to maintain their sense of self. We spoke to Nathan and Tom about breaking down these values in the modern day.
MARSHALL
How do you balance being strong with being vulnerable? Being stoic with being sensitive? We heard from young men that it's important to have spaces to healthily express their emotions. As a mental health advocate, Marshall spoke to us about how emotions can be powerful.
JARRED
What if masculinity was less about stereotypes and more about character? There are a lot of places you can pick up ideas about what it means to be a man - but for Jarred, it was about stepping outside of the mould and defining his own path.
DYLAN AND JADEN
What does resilience really mean? Putting on a brave face, or showing what’s underneath? For FIFO workers, it can be a constant balancing act between providing for and being present for your family. We spoke to Dylan and Jade about how, in the end, it's about modelling strength in a way that your family can feel.
OPTAMUS AND DAZ
Does masculinity come from providing, or from how you show up in your family’s life? For Opt and Daz, music was once everything - but fatherhood and shifting gender roles reshaped how they saw themselves as men. We spoke to them about rewriting the script on masculinity.
WHAT WE'RE HEARING ABOUT WHAT WORKS.
Listening across the system revealed common threads about how masculinity takes shape - through relationships, culture and small everyday moments. These insights sit at the heart of our work.
Get involved
ThirdStory is your trusted partner for innovation and change.
We collaborate with communities, government and others to develop, grow and scale new possibilities. Together, we help shift systems across a range of education, health and social settings and bring about the changes our communities need.
We need your help to do this. Fill out the contact form to register for future opportunities for collaboration.
This is Manly
ThirdStory
THE PARTNERS THAT HELPED THIS CAMPAIGN COME TO LIFE
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