A Call to Men: Defining a Brand and its Mission to Prevent Domestic Violence

When we first met Tony Porter and Ted Bunch, co-founders of A Call To Men, we were moved by their mission to redefine traditional masculine roles—reframing manhood to lead to greater good, including the prevention of domestic violence.

Over the course of several years, rayogram worked with A Call to Men to overhaul their digital strategy to engage teachers, coaches, and community leaders teaching the A Call to Men curriculum in their schools—while raising their profile among donors and funders.

We designed a new brand logo, tagline and mission statement (in collaboration with long time collaborator EqualShot). We conceived a more effective e-newsletter and developed a number of awareness campaigns. One campaign focused on expanding the idea of coaching and teaching beyond sports and class subjects, so that it includes the teaching of values like character and equality.

We also launched a suite of websites to deliver key messages to targeted audiences:

ACallToMen.org
LiveRespect.org
InstituteOfHigherLearning.org

The site we designed to support A Call To Men’s Institute of Higher Learning includes a unique way of online training based on a systemic approach proven to transform cultures at organizations of all sizes. The website supports their online training modules appropriate for any size of organization, completely online and on-demand across devices, and which meets general requirements for all 50 states with compliance versions specific to NYC/NY and CA.

Supported by a grant from The Verizon Foundation, we also worked with A Call To Men to distribute the organization’s first publicly available curriculum, #LiveRespect. Designed by Scholastic, this curriculum is aimed specifically at high school teachers and coaches. We designed the website to collect demographic information and instantaneously distribute the curriculum digitally.

A Call to Men has gained support from leaders in school and local communities, as well as social activists like Gloria Steinem who said, “A Call to Men states the facts—[identifying] the roots of violence in gender polarization, and everything I’ve been talking about—but they do it in a way I cannot, that is role modeling intimately and in the present men-to-boys to show that it’s okay to be a whole person.”