Generation Flex

About This Project

Summary

Generation Flex exposes how social media and dangerous supplement makers target boys, fueling unrealistic body image pressure and eating disorders. Boys have been left out of this conversation, and we wanted to change that. Using the film as an entry point, we worked with experts and organizations in the field to issue a dire warning to boys and parents, with articles, social media posts and videos. We worked to get the message out to kids via high schools and colleges across the country.

Goals & Objectives

Our goal was to educate boys, parents and teachers on how social media promotes dangerous muscle building ideals, unregulated supplements and eating disorders in boys. We wanted to partner with lawmakers, national organizations and schools to protect boys nationwide.

Results & Impact

We were invited to testify at Congress on this issue, honored by the Taylor Hooton Foundation for impact, added to high school and college curricula, endorsed by the U.S. Olympic Federation Anti Doping Agency and Eating Disorder Coalition—Generation Flex is driving national change in boys’ health.