Toxic masculinity is the harmful masculinity norms that expect boys and men to be dominant, aggressive, unemotional, and physically strong in order to maintain their status in society. It is well documented that misogynistic content is widely available on social media and has a very strong influence. Gender stereotypes and misogyny on social media is influencing youth by the millions. Since there is a strong link between toxic masculinity and gender-based violence, this is highly problematic. Adolescence is a critical time period when ideas about gender and relationships are being solidified and this age group is learning directly from what they see on social media. Therefore, there is a strong need to counter-program the ubiquitous and harmful gender norms being pushed online in order to help prevent gender-based and sexual violence for the next generation before they begin intimate relationships.
It is important to address the "app-gap" for this age group by merging entertainment and education in the creation of counter-programming content online. Information regarding gender preconceptions, role models, and influences were gathered through surveys and focus groups with adolescents in schools in Naples, Italy. This will be used to inform the video content that would be most successful for this age group. Using advertising and marketing strategies can be an effective way to change deep-rooted cultural beliefs, to influence behavior, and inform adolescents about healthy relationships. With the creation of a video series blueprint and pilot video, the ultimate goal is to create an ongoing video series that can be scaled up for a wider audience in different countries.