WATCH: #BeAModelMan Takes Over The Streets Of San Francisco

Amidst the bustle of Super Bowl 50, The Representation Project and Futures Without Violence took to the streets of San Francisco and beyond with our #BeAModelMan campaign to spark a national conversation about limiting masculine stereotypes and raising a healthier, less violent generation of boys and young men. In partnership with Obscura Digital, we projected our #BeAModelMan media and messages on buildings all over the city, using a Tesla equipped with a customized projector. We also spoke with our San Francisco neighbors, NFL executives, owners, and coaches about creating a culture where positive role models can thrive on and off the football field.

Check out our #BeAModelMan video that highlights these critical conversations and share it with your friends and family. Together, we can challenge limiting stereotypes to raise a healthier generation of boys and young men.


Jennifer Siebel Newsom & The Representation Project team

You Made Your Voice Heard and Super Bowl Advertisers Listened

Thank you for joining us this Super Bowl to live tweet the best and worst ads with hashtags #MediaWeLike and #NotBuyingIt. Learn more about the campaign, our partnership with 3 Percent Conference, and why women thought this year’s Super Bowl ads were more respectful to women.


From Around The Web

“Contact sports have long been a national tradition in the United States, with millions of fans tuning in to see the allegedly controlled violence of sports like football, boxing, and hockey. Our obsession with hitting each other has, not surprisingly, becoming entrenched in our idea of masculinity. The message we receive when we watch sports is not only ‘this is fun to watch,’ but ‘this is as manly as it gets.'” – Quartz

  • Associated Press: Getting the Word Out
  • ATTN: The Best Way To Call Out Sexism On Super Bowl Sunday
  • Bitch Media: The Violence Behind The Words ‘Be A Man’
  • Mic: The Important Message Behind Beyoncé’s Dancers’ Outfits Capped Off Her Most Important Week
  • NBC Bay Area: Jennifer Siebel Newsom interviewed About The #BeAModelMan Campaign
  • Refinery 29: Challenging Super Bowl Fans To #BeAModelMan
  • SF Chronicle: Super Bowl Inspires Fashion, And Political, Statements
  • Think Progress: The CDC Has Some Insulting Advice For Women Who Drink
  • TIME: The Super Bowl Helps Teach Us It’s OK for Men to Cry
  • Yahoo Parenting: Racy Super Bowl Ads Aren’t Dead — They’re Just Online

#BeAModelMan on San Francisco’s City Hall via The Mask You Live In on Instagram