Harrison Watts

Redefining masculinity through satirical design.

The Green Flags is a satirical design project that explores how campaign design and parody can challenge toxic masculinity and promote healthier models of manhood. In response to the growing number of young men consuming online content that leads them toward “Alt-Right” and hyper-masculine ideologies, this project aims to redefine what it means to be manly. Instead of glorifying aggression or emotional detachment, The Green Flags celebrates qualities such as kindness, empathy and patience, showing that these traits can be just as powerful.

Using a toy-based campaign as its central idea, the project parodies traditional “action hero” culture to question how society shapes ideas of masculinity. Through practice-led research, it draws on perspectives from mental health professionals, statistical data, and men from around the world to form a framework for “healthy masculinity.” This framework informs a series of design outputs developed through an ongoing process of experimentation and reflection.

By connecting gender representation with social wellbeing, The Green Flags shows how visual communication can help shift attitudes among Gen-Z men. The project offers a positive, emotionally aware and hopeful reimagining of what masculinity can look like in today’s world.