How does your product represent social groups or issues?
‘Let Breathe’ is a social realist film constructed primly to highlight the social issues and injustices subjected to males in today’s world. The characters of this film represent different age, and class groups, the main lead couple is young aged; a middle-class married couple, and the supporting characters are middle aged elite class couple. The film represents the life of a young couple who is undergoing financial pressures, in such situation, both the husband and wife being in their youth are not on good terms due to the wife’s discouraging and non-supportive attitude which leads to severe consequences for the male lead who is supposedly playing ‘a provider, and a silent sufferer’. This film shatters all the delusions regarding mental health of men and how they are subjected to domestic abuse caused verbally, and mentally. The visual representation of this film highlights how abusive partners may cost someone their dear life just because a social stigma and a gender role is attached to their identity which they have temporarily failed to fulfil. My survey results on this social issues have lead me to conclude that 9/10 men face abuse due to their financial positions, and their inability to provide which is a growing concern in the society. Just as how female matters are given priority, mental health does not affect to any particular gender, this film speaks for those men who go under tremendous stress and pain every day, for men who suffer in silence, for men who try to gather themselves up every morning, and for men who tolerate toxic partners in their life.
How does your product engage with the audience?
Our product, the short film ‘Let Breathe’ is marketed uniquely through social media platforms which encourages audience engagement. Our marketing campaign has partly been running digitally through Instagram, Facebook, and Twitter where I share posters, excerpts, postcards, teasers, and trailers for viewers to see and create anticipation among them. Social media promotions have enabled two-way communication between the producers and the audience, which means that our content can be viewed, liked, shared, and receive comments from the audience. We have recently caught the attention of a few social media influencers who showed interest in our film and encouraged their respective followers to consider watching our film. Furthermore, numerous comments can be found under our posts on Instagram, and Facebook where people tag their friends, recommend our film to others, show appreciation, and criticize constructively on the content. The short film is uploaded on my YouTube channel where the audience can view, comment, and share (via links). Another major engagement activity was planned through Instagram where we encouraged the viewers to respond to our stories with their personal experiences of domestic violence/abuse, mental health, and male victimization. This activity made our subject more relevant to the audience, so they felt deeply connected with every scene and thoroughly enjoy the visual experience.
How did your research inform your products and the way they use or challenge conventions?
The major struggle of the research was to determine with assurance that male population of our society affirm, and share their personal experiences since challenging ‘women issues’ are mainly subjected to accusations of maligning female reputation and over-powering social issues faced by females in our society, however, the idea that speaking for male victims does not make female victims any less of a victim of abuse. Since, it is a widely adopted perception that males are dominant over females and cause them harm in every aspect of life, whether it is being a strict father, an over-controlling brother, an abusive husband, an unloving son, or a stubborn boss. The world is full of patriarchy as suggested by majority which is true to an extent, but there are some dark spaces, shadows, loopholes in this society which attempts to put some serious, discussable, and major topics under the rug. Media representations are highly dominated by content that shows female oppression, female victims of abuse, and every other possible harm that a male can do to a female. This has waged a war between genders, my film ‘Let breathe’ is a breakthrough content that challenges the conventions of social realist films based on domestic violence. My film speaks for that percentage of members of our society who are attached to social stigmas, gender roles, and societal pressures ‘to provide’ yet they suffer in silence. This films shows the ugly reality of abusive marriages, opposes the stereotype of females being the victim, and most importantly, it highlights the importance of mental health of men which is constantly being over-looked by our society who is not ready to consider men an equal part of this struggle.
How do the elements of your production work together to create a sense of ‘branding’?
The production team has come up with a week-long plan to launch this film as a Brand. Since, the topic of the film is deeply connected with daily lives of people around us it has caught many eyes even before the launch. The production team has opened several options for brands, talk shows, and advertisement agencies to put up their offers for sponsorships in exchange of the writer, director, and cast members to make public (digital and physical) appearances to talk and spread awareness about the topic which will not only promote the film but might help in raising an important social issue. Another element to step up our branding was to create an official website for the film which introduces the audience to the crew of UNIT IXVIII PRODUCTIONS, and give the insight of our directors, and the producer upon the matter of ‘Let Breathe’. This website is unique in design which not only informs the audience with off-camera or backstage details and fun but encourages them to interact with the filmmakers. In order to fasten up the branding process, online giveaways via Facebook and Instagram are launched. These giveaways are customized merchandise of ‘Let Breathe’ that has T-shirts, mugs, Diaries, and branded shoes with signatures of the star cast.
Fatima Asim Aizaz 