Young people flex all kinds of things. What if working on love became the biggest flex of all? That idea has become a campaign by McCann New Zealand and OMD for The Ministry of Social Development (MSD), part of its Love Better programme, aimed at fostering safe, positive and equal relationships.

Love Flex changes how relationships are seen. There is so much focus already on what young men should not do, but male bravado (as in toxic masculinity) is winning. Love Flex flips that bravado. It presents a positive alternative for men by making working on their relationships something to be proud of, and worth bragging about.

The campaign comes as young people are increasingly exposed, both online and through everyday conversations, to harmful messages and attitudes about masculinity, women, sex, and relationships – many of which are amplified and celebrated by the ‘manosphere’. These messages can normalise the objectification and disrespect of women.

The need is pressing. Adolescents are more at risk of sexual and relationship violence, both as victims and perpetrators, than any other age group in Aotearoa New Zealand. The Love Better programme is grounded in the belief that while love can be complex, it should never be harmful. Young people have the right to positive, safe and equal relationships, and to know how to build them.

The campaign film opens at a barn party, where a group of young guys are gathering for a big night. Quick cuts build tension as two guys face off, leaving viewers expecting a fight. But the confrontation takes an unexpected turn – the pair ‘battle’ over the work they put into their relationships, while their mates egg them on. From being the better listener to having “chats so deep I need a scuba tank”, each flex shows that working on love is worth it, because it makes relationships better.

McCann group creative directors, Angelo An and Alan Jones, said this work was about showing the good side of relationships. Instead of telling young people to be better, the focus was on letting them be their own role models. “Young guys will try to one-up each other over pretty much anything. So why not flex the work they put into love? We want Love Flex to become a thing guys call out to their mates, or even themselves. Because that’s the stuff worth making noise about.”

Jake Firman, head of strategy, Wellington (McCann & OMD), added, “If we want more people to work on relationships, we need to show it’s worth it. There’s a lot of bravery in working on love – trying to be a good listener and communicator, showing up for the hard convos and being honest and open about your feelings. Our creative challenge was to make these things desirable.”

Love Flex will roll out across cinema, social, Twitch, YouTube, and video on demand.