Tomorrow MAN
adolescence vs the manosphereWe leveraged Netflix’s limited series Adolescence and successfully positioned Tomorrow Man as a key voice in the manosphere conversation at the time of the series premiere.
The challengeTomorrow Man is a social enterprise that runs two-hour immersive workshops in schools, sporting clubs and within the community, for men (and those who identify as men) aged 16 and up, all across Australia.
The sessions enable men to reinvent masculinity and disrupt outdated traditional gender stereotypes and cultural norms.
Since 2023, we have been tasked with raising awareness of the organisation.
The SolutionThe day the trailer for Netflix’s limited series, Adolescence, landed, we flagged it as a great opportunity for Tomorrow Man to step in as an expert on the impact of the manosphere on young men in Australia and talk about their innovative approach to dealing with the issue.
We knew the series – which tells the story of how a family’s world is disrupted when a 13-year-old boy is arrested for the murder of his female classmate – would get strong media coverage upon release because of its topic and strong UK cast.
So, two weeks before the series premiered, we reached out to media, pitching Tomorrow Man spokespeople as interviewees for when the series aired.
The resultsAdolescence went viral, and Tomorrow Man was a key voice in the conversation right from the start!
We secured eight pieces of media coverage that reached over 16.1 million people and led to a 79% increase in organic searches of Tomorrow Man, as well as a 126% increase in direct traffic to its website. Major coverage highlights included Marie Claire Australia and ABC News with Joe O’Brien.
Audience reach16.1m+
People ReachedMedia coverage8
Broadcast, print & onlineWe drew attention to the impact of the Manosphere on young women
We drew attention to the impact of the Manosphere on young women
