Global creative experience agency Aurora is calling on young men to celebrate women who inspire them ahead of International Women’s Day on 8 March.
The ‘#ImYourAlly’ social media campaign intends battle against misogynistic narratives prevalent online by encouraging young men to talk ‘honestly and authentically’ about women and girls in their lives.
Featuring partners such as anti-violence, young person’s CIC initiative Weapons Down Gloves Up, youth education provider The Learning Foundry and influencer agency ButterMilk, the campaign hopes to drown out toxic content on the web.
Aurora is asking young men to record a 15 to 30-second video talking about the women that inspire them, which could include family members or celebrated women from any sector and time-frame in history.
While the initiative includes a range of high profile men including former World Champion professional boxer Tony Bellew and DJ Josh Newsham, the #ImYourAlly campaign will also include content from influencers who will promote the videos on their social channels.
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“Women need equality more than ever and we want men to take an active role,” Aurora CEO and co-founder Dawn Paine said. “We wanted to create a counter voice to the negativity, anger and distrust that surrounds women – a message that is spreading rapidly among young men and boys in particular. IWD23 is the ideal platform where young male allies can champion women and girls and create a message of celebration and optimism.”
