BRIEF:

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The Unstereotype Alliance, collaborating with 240 member organisations globally, has been committed to eliminating harmful stereotypes from advertising since 2017.  ​​

Our challenge is to redefine these entrenched narratives and present a more diverse, contemporary understanding of success for men.   We seek your creativity to develop a print idea that not only raises awareness but also commands attention with stopping power.

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INSIGHT:

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If there's one publication that portrays male success in the most harmful and stereotypical ways, it has to be the way-too-many "Road-to-Success" handbooks in the market.

86% of men revealed that they do most of their reading in the toilet.
We are aware that the public has a low attention span for ads. That's why our print strategy involves hacking into a space where every man has to spend time—the toilet.  Moreover, we are taking a more unexpected creative format by using toilet paper rolls.

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IDEA:

 

Say goodbye to conventional "Road-To-Success" handbooks.    

Introducing "The ROLL To Success."

"The ROLL To Success" is a print initiative that taps into one of the most private spaces for men: the toilet.    It serves as a retreat where men can spend moments alone, free from social expectations. Within this intimate setting, we aim to foster a sincere discussions about what it means to be successful.

 

Our approach isn't top-down;   we don't want to define success on behalf of others.   Instead, we view print as a starting point, an interactive initiative to spark genuine conversations.   As long as the public uses the hashtag #RollToSuccess on social platforms, we will print their opinions on "Roll To Success" toilet paper rolls, which will be distributed in male restrooms everywhere and on outdoor toilet paper roll billboards.

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This way, every opinion will be heard, every definition of male success will be seen, and every man will be empowered to embrace a more diverse understanding of achievements.

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