Embracing Masculinity

A well-known interview with Jordan B. Peterson inspired this campaign “Embracing Masculinity”. Peterson said, “on average, men are more interested in things, and women are more interested in people. That’s actually the biggest difference we know of, psychologically between men and women. And even though men and women are quite similar, all things considered, the extremes make a difference… in order to become an engineer, obviously not everyone becomes an engineer, you have to have a particular temperamental proclivity to become an engineer. You have to be extraordinarily interested in things, rather than people. Well, most of those people are men.”

The basis of the campaign involves research that reveals fascinating differences in how male and female brains are wired, suggesting that men may excel in motor and spatial skills, while women may thrive in verbal memory and social cognition. Their innate abilities allow them to excel in certain jobs and tasks, allowing for every person to contribute in our society. Those featured in this campaign are considered “men’s work”. This is not to say there are no exceptions to the stats, but for the most part, men make the majority in these roles. This isn’t a coincidence either. Men’s innate abilities allow them to excel in certain jobs and tasks. In this case, having a strong sense of direction and finely-tuned motor skills allows for men to excel as space explorers, construction workers, combat soldiers, etc.

The “Embracing Masculinity” campaign is about pushing men to fearlessly embark on journeys to uncharted territories, even exploring the vast cosmos. Realizing that construction workers are fearless, hardworking men that build our communities. It’s about understanding our interconnectedness is due to brilliant engineers like Tesla, who contributed to the electrical system. Honoring firefighters and their unwavering courage & sacrifice. And finally, it’s about the warriors and soldiers who selflessly serve(d) to protect us. This campaign aims to create bridges between men and women to show that every person has a role in this society and each role is important.