The Ministry of Social Development makes some noise for the guys getting love right in new ‘Love Flex’ campaign via McCann NZ and OMD

Young people flex all kinds of things. What if working on love became the biggest flex of all?

That’s the idea behind Love Flex, the latest creative work from the Ministry of Social Development (MSD) as part of its long-running Love Better programme. Created with McCann New Zealand, it flips the familiar bravado of male competition, making better relationships, and what it takes to build them, something 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.

So rather than focusing on what young men should not do, Love Flex offers a positive alternative by positioning working on their relationships as something to be proud of, and worth bragging about.

The 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.

Angelo An and Alan Jones, McCann Group Creative Directors 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.”

Says Jake Firman, Head of Strategy, Wellington (McCann & OMD): “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.”

The result reframes what it means to flex – making the effort to work on love and keep getting better at it something worth celebrating.

Love Flex launches on 11 September and is part of Love Better, a primary prevention campaign from the Ministry of Social Development aimed at fostering safe, positive and equal relationships.  Love Flex will roll out across cinema, social, Twitch, YouTube, and Video on Demand.

Client: Ministry of Social Development
Lead Advisor, Safe, Strong, Families and Communities: Zaffa Christian
Senior Advisor, Social Action: Cherie Haira-Knights

Agency: McCann New Zealand

Media Agency: OMD New Zealand

Production Company: Exit Films
Director: Stefan Hunt
MD / Executive Producer: Declan Cahill
Producer: James Watson
Production Manager: Sally Moodabe
Production Coordinator: Kate Moses
1st Assistant Director: Jonny Moffatt
Director of Photography: Campbell Brown
Art Director: Peter Marshall
Wardrobe: Rochelle Strathdee
Hair & MUP: Kyra Rouselle
Key Grip: Paul Stevenson
Gaffer: Gilly Lawrence
Sound Recordist: Tim Brott
Locations: Jordi Scott-Smith
Casting: Catch Casting

Sound Studio: Liquid Studios
Sound design/Mix: Craig Matuschka

Music
Composition: Mahuia Bridgman-Cooper

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