Boys Don't Cry | White Ribbon PSA

"Boys will be boys." What does that even mean? It used to mean being brave, being strong, being tough. At White Ribbon, we know how important it is to let boys be so much more than that. [Trigger Warning: violence and abuse] This public service announcement, launched to coincide with Anti-Bullying Day, offers a heart-wrenching look at the roots of toxic masculinity, and how various inputs throughout a young boy's life tragically lead him towards acts of gender-based violence. (Learn more: http://www.boysdontcry.ca) There is no single cause for the eventual problem; instead, it builds from a litany of moments in which boys and young men are told or shown that bottling their emotions is the only option. Let's promote a healthier masculinity that lets boys be their true selves. Learn more: http://www.boysdontcry.ca White Ribbon: https://www.whiteribbon.ca Media inquiries: [email protected] — This PSA is the intellectual property of White Ribbon. It is made available for individual viewing only via our official YouTube channel and website. Any reproduction, redistribution, embedding in external campaigns, public screening, or use beyond personal viewing must be requested in advance and explicitly approved by White Ribbon. For permissions, licensing inquiries, or partnership opportunities, please contact us at [email protected].