Boys Don't Cry by Bensimon Byrne

Date: Mar 2019
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Advocacy group White Ribbon released 'Boys Don’t Cry,' a public service announcement by Oscar-nominated director Hubert Davis that offers a heart-wrenching look at the root of toxic masculinity, the role it plays in gender-based violence and how easily it might be prevented.

The three-minute film ponders what boys are and are not allowed to feel. It follows the life of a boy from infancy to young adulthood, showing how various inputs throughout his life, including episodes of bullying, tragically lead him towards committing gender-based violence.

White Ribbon wants to spark a conversation about the importance of healthy self-esteem, compassion, and emotional intelligence in boys. The video calls on viewers to visit to learn more about how to promote healthy masculinities, prevent bullying and contribute to a future without gender-based violence.

Davis, who has been nominated for an Academy Award and Emmy Award for his work as a documentary filmmaker, directed the PSA pro bono via Toronto-based Untitled Films.


Title: Boys Don’t Cry

Client: White Ribbon

Agency: Bensimon Byrne/Narrative

ECD: Joseph Bonnici

ACD/writer: David Mueller

ACD/art director: Debbie Chan

Writer : Matt Doran

Project manager: Sara Leroux

Strategist: Brittany Dow

Agency Producer: Michelle Pilling

Associate Account Manager: Vanessa Kissoon

Account Manager: Jackie Kleinberg

Account Manager: Tony Koutoulas

Account Director: Andrea Lee

Account Coordinator: Madeleine Porter

Production Company: Untitled Films

Executive Producer: Tom Evelyn

Director: Hubert Davis

Line Producer:Tom Evelyn

Post Production Offline: Rooster Post Production

Executive Producer: Melissa Kahn

Editor: Michelle Czukar

Post Production Online: Alter Ego

Producer: Hilda Pereira

Editor: Eric Perrella/Darren Achim

Transfer: Alter Ego

Colourist: Clinton Homuth

Audio House: Berkeley

Producer: Tyna Maerzke

Director: Jared Kuemper

Engineer: Jared KuemperCasting: Shasta Lutz, Jigsaw Casting

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