Problem:
In South Africa, most Millennial and Gen X men face criticism when trying to share their emotions or seek emotional support. Cultural norms put pressure on men to be strong and stoic and do not allow men to be emotionally vulnerable, which can lead to aggression, contributing to depression, anxiety, abuse, violence, and
mental health problems.

Insight:
Research indicates that Millennial and Gen X men in South Africa, specifically, experience social pressure to hide or suppress their emotions. Today, in South Africa, we see men who were taught this idea of masculinity that was enforced by the apartheid regime, affecting two types of men: those who underwent the training of compulsory conscription of the nationalistic government and men of colour who were oppressed by this system. This has a direct impact on how these men treat the role of fathering younger generations. Breaking this cycle is crucial for creating a safer community

Brand:
WarmHarte is a movement that encourages men to show and accept their softer side. WarmHarte aims to create an environment where Afrikaans men feel comfortable talking about their deeper emotions.

Solution:
WarmHarte aims to solve this problem by breaking the negative culture of masculinity. WarmHarte wants to redefine what it means to be a South African man. This campaign aims to create a community through an awareness guide and branded products to encourage men to be vulnerable, leading to a new definition of masculinity.