This presentation addresses the growing crisis of loneliness among Gen Z men, linking it to cultural norms around masculinity, emotional repression, and a lack of close friendships. Drawing from expert research, interviews, and social listening, it reveals how societal pressure to "man up" and devalue soft skills has contributed to a “crisis of connection” and rising mental health struggles. In response, the proposed campaign partners with major sports leagues (NFL, NBA, NHL, MLB) to normalize emotional vulnerability, deepen friendships, and encourage connection through social media prompts, meetups, and a “Huddle Line” where athletes share supportive messages. The strategy aims to meet young men where they are—on the field, online, and in culture—to foster belonging and resilience.

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