Oliver Perry

β€” PROJECT NAME

Boys Do Cry

β€” CLIENT

Gotcha4Life & University of Melbourne

β€” ROLE

Brand Creative Strategist, TikTok AUNZ

β€” AWARDS 

WEBBY:

πŸ₯‡ People's Voice

πŸ₯‡ Creative Showcase

AWARD ✐:

πŸ₯‡ Sound design

πŸ₯‡ Best use of music 

πŸ₯ˆ Copywriting

πŸ₯‰ Casting

πŸ₯‰ Copywriting

Created for The University of Melbourne and Gotcha4Life, this campaign reimagined the lyrics of The Cure’s iconic Boys Don’t Cry to challenge outdated ideas of masculinity and encourage men to open up about their mental health. By transforming a song synonymous with emotional suppression into a powerful call for connection, the campaign sparked conversation around vulnerability, reminding audiences that real strength comes from talking, supporting one another, and asking for help.