SAN FRANCISCO, Feb. 1, 2016 /PRNewswire/ -- Don't call it the "Big Game." For two Bay Area nonprofits working to end violence against women and children and promote healthy definitions of masculinity, this isn't a game, but serious business. During the height of Super Bowl 50 celebrations, Futures Without Violence (www.futureswithoutviolence.org) and The Representation Project (www.therepresentationproject.org) are taking their message to the streets -- and the façades of buildings -- via a mobile, high tech projection system from Obscura Digital to provoke the question: what does it mean to #BeAModelMan (www.BeAModelMan.org)?
"We're challenging the NFL, sports associations, and fans to encourage boys and men to embrace a healthier definition of masculinity," says Jennifer Siebel Newsom, founder and CEO of The Representation Project and filmmaker of the acclaimed documentary The Mask You Live In. "Imagine how we could uplift the call to 'Be a Man' in the world."
"With Super Bowl 50 here in our town, we want to raise awareness about the critical role that men must play in raising a healthy, less violent future generation," says Esta Soler, Founder and President of Futures Without Violence. "How do you coach boys into men? By talking to them early about respect for women."
Newsom and Soler are making their point through an innovative campaign that will be, literally, in your face. At various times throughout Super Bowl Week, a one-of-a-kind Tesla electric car equipped with a state-of-the-art mobile projector, will pop up at sites around the Bay Area using the sides of buildings to display a variety of images and messages that promote healthy masculinity and violence prevention. The technology and creative engine driving the campaign is San Francisco's Obscura Digital (www.obscuradigital.com), internationally known for such efforts as projecting powerful images of endangered species onto the façade of St. Peter's Basilica at the Vatican and on the Empire State Building to raise awareness of species threatened by extinction.
"Our job is to project change," says Travis Threlkel, Chief Creative Officer and co-founder of Obscura Digital. "The #BeAModelMan effort is a unique, immersive, and mobile experience that will change the way you think about how to be a man in the world At Obscura, we are passionate about collaborating with visionaries and proud to help The Representation Project and Futures Without Violence advance this dialogue."
The effort has garnered championship support.
"A real man knows real respect," said NFL legend Ronnie Lott who is adding his name to the effort. "We have to do a better job providing positive role models, on and off the field. With adults modeling healthy masculinity, it shows boys that winning isn't everything, and treating women and girls with respect is part of being a man. I'm proud to stand up and call on men to do more with Futures Without Violence and The Representation Project."
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SOURCE Futures Without Violence; The Representation Project