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iCrossing release tongue-in-cheek products with Betterman to challenge toxic workplace masculinity

By Olivia Atkins | Branded Content Writer

iCrossing UK

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The Drum Network article

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November 26, 2019 | 2 min read

A new product line promoting an inclusive workplace culture was launched at last week's Better Man Conference, held in New York.

Made up of products that remind men of healthy masculine traits, the line included t-shirts and the Better Man Cards, which are meant to provide men with the context and language for entering healthy discussions about manhood.

The product line was developed in partnership with full-service digital marketing agency, iCrossing, which is owned by global publisher Hearst.

The tongue-in-cheek campaign was launched to leverage power and authority by elevating women and people from minority backgrounds.

Kriz Bell, had of strategy and communications at Better Man Conference, said: “First off, I think it is important to know that these cards aren't intended to question anyone’s manhood. They're keeping a pulse-check on workplace bias, putting things in a more mindful, inclusive perspective to make everyone's work lives better.

"Sometimes we don't realize that what we’re doing or saying could be taken in the wrong way. That’s why these cards help call out conscious and subconscious bias,”

The Better Man Cards are printed with exercises, phrases, and quips that remind men what healthy behaviour in a workplace cultur looks like and prompts them to follow these guides to cultivate an inclusive atmosphere.

Phrases like “If it is her idea keep it that way” and “Don’t be like Kanye, let her finish” are meant to inspire sharing and discussion.

"The Better Man Cards rewrite what is meant by modern masculinity in the context of male allyship,” said conference founder, Ray Arata.

“When the movement in the media industry movement arrived, I noticed that women were burdened with explaining what the problem was,” said Frederic Bonn, executive creative director at iCrossing. “Ultimately we wanted to take the spirit of the conference and create a product that empowered men and reminded them of healthy behavior, but didn’t antagonize. We wanted to create something they would be encouraged to engage with and share.”

The Better Man product line launched last week and is available to buy online.

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iCrossing UK

iCrossing is a digital marketing agency that works with businesses to create a real step-change. Setting it apart, iCrossing is owned by Hearst, the world’s largest independent media, entertainment and content company. Being part of the Hearst family gives iCrossing access to Hearst audiences, data, consumer research and category experts which allows iCrossing to better spot new insights, trends and inform direction for its clients.

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