\n \n \n
In VCCP\u2019s latest Collaborative<\/strong> report,\u00a0\u2018Gender Agenda: Modern Masculinity,\u2019<\/strong>\u00a0strategists from across the Group discuss and challenge the topic of Masculinity. Led by\u00a0Charlie Gavshon – Kirkbride<\/strong>, Group Planning Director <\/strong>at VCCP London<\/strong>, and Nicky Vita,\u00a0<\/b>Joint Head of Planning <\/strong>at VCCP London<\/strong>, it is the first in a series of papers examining what gender and gender representation mean today.\u00a0<\/p>\nA heightened focus on the representation of women in comms over the last few years has that meant masculinity has often been overlooked. In this specific report, we discuss the role which the Marketing & Advertising industry can play in portraying healthy male\/ masculine role models and dynamics.\u00a0 We examine\u00a0male identity today, how maleness is portrayed in comms, the impact this has on customer behaviour, and the techniques that marketers & agencies could look to use to better serve society.\u00a0<\/p>\n
There is no quick fix at hand, but our learnings should prompt and encourage a reevaluation of our current understanding and perceptions of modern \u201cMasculinity\u201d while giving our clients an advantage in understanding how to better speak with their male audiences while behaving as an empathetic and responsible brand.\u00a0<\/p>\n
Click here to download the full report.<\/a><\/p>\n <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-15193","collaborative","type-collaborative","status-publish","hentry"],"acf":{"author":false,"hero_video":"","hero_image":{"ID":15221,"id":15221,"title":"Gender Agenda Masculinity Header Image","filename":"Gender-Agenda-Masculinity-Header-Image.png","filesize":345681,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image.png","link":"https:\/\/wordpress-dev.vccp.com\/uk\/collaborative\/2022\/aug\/gender-agenda-module-of-masculinity\/attachment\/gender-agenda-masculinity-header-image","alt":"","author":"57","description":"","caption":"","name":"gender-agenda-masculinity-header-image","status":"inherit","uploaded_to":15193,"date":"2022-08-09 13:14:58","modified":"2022-08-09 13:14:58","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/08\/Gender-Agenda-Masculinity-Header-Image-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Gender Agenda: Module of Masculinity","meta-description":"It\u2019s time to rethink how we look at masculinity.\u00a0In VCCP\u2019s latest Collaborative report \u2018Gender Agenda; 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