WILL Talks Masculinity

A growing online ecosystem known as the “manosphere” is quietly shaping how many teenage boys understand masculinity — often promoting ideas rooted in dominance, status, and control. Now, Vancouver-based agency WILL has joined forces with Children of the Street to confront the issue head-on through a powerful new awareness campaign that encourages parents to start an essential conversation at home.

While many parents assume their sons are scrolling through sports highlights, gaming streams, or harmless memes, some teens are instead being exposed to misogynistic content packaged as self-improvement, confidence-building, or advice on gaining respect. The result can be a distorted version of masculinity that discourages vulnerability, normalizes dehumanizing language, and frames relationships through power rather than empathy.

In response, Children of the Street—a program dedicated to preventing the sexual exploitation of children and youth—collaborated with WILL to launch “Have The Talk,” an integrated campaign urging parents to discuss healthy masculinity with their teen boys before toxic online voices fill the gap.

Rolling out across British Columbia, the eight-week campaign spans OOH, social media, television, and digital video, all designed to prompt parents to initiate conversations that many feel unsure or uncomfortable starting.

“We wanted to create a campaign that would help parents get over the biggest hurdle stopping them from talking to their sons about healthy masculinity — themselves. Whether it’s discomfort, nerves, or simply missing everyday opportunities, we wanted to remind parents that now is the time to proactively have these conversations.”
Executive Creative Director Lisa Lebedovich at WILL

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According to Neely Yuda, Manager at Children of the Street, the urgency lies in the competing messages teen boys encounter online.

“Teen boys are dealing with a lot of different influences telling them who they’re supposed to be. The manosphere teaches boys that empathy is weakness and that girls and women are something to conquer or control. If we want boys to develop healthier attitudes about masculinity — and prevent harm both online and offline — we need to start conversations earlier with better messages.”
Neely Yuda, Manager at Children of the Street

The campaign directs parents and teens to HaveTheTalk.ca, where visitors can learn how online influences shape identity, why discussions around masculinity matter, and practical ways to begin meaningful dialogue.

At its core, the initiative reframes prevention not as restriction, but as communication — positioning parents as the most influential voices in their children’s lives before algorithms become the loudest teachers.

About WILL

WILL is a Vancouver-based full-service agency combining insight and instinct to inspire bravery within brands. Founded in 2014, the agency works across multiple industries with clients including London Drugs, Destination Vancouver, Labatt Breweries, BC Ferries, Vancouver Coastal Health, the Canadian Paralympic Committee, Fairmont, and more.

About Children of the Street

PLEA’s Children of the Street program is a provincial leader dedicated to preventing the sexual exploitation of children and youth. Through education, workshops, and community initiatives reaching more than 25,000 participants annually across British Columbia, the program equips young people and adults with tools to keep youth safe.

WILL’s “Have The Talk” campaign is a timely and thoughtful effort — demonstrating how advertising can go beyond selling products to spark important conversations and help protect the next generation.