“This is really the convergence of two conversations happening around Black men,” Jackson said. One around the perceptions of Black men, and another around an increased focus on self-care as part of mental health.
“We’ve seen a historical conversation when you look at how Black male masculinity has been defined in society. You see at times negative stereotypes, a very homogenous view of Black men,” she said, with “George Floyd kind of being that symbol.”
The campaign aims to “help build that narrative from a single, homogenous point of view to a more positive view,” she said.
Coupled with that, she said, is that “we’re now seeing men, Black men in particular, having different conversations post-COVID, where people were able to reflect and get more in touch with themselves,” Jackson said. “We’re now seeing a different level of vulnerability, where men are looking at self-care and what self-care means for them. Wellness has become a really important conversation for men’s mental health.”