Insight:

 

A study conducted by Interflora found that 88% of men won't receive their first bouquet of flowers until their funerals.

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Gender bias has led men to feel like they need to hide that they want something traditionally feminine to the grave. 

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Idea: 

 

A passion project turned docuseries in progress. 

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Due to societal gender expectations, men feel like they need to take wanting flowers to the grave.

 

We decided to host an interview series with real men and masculine presenting people about their struggles with mental health, and their relationship with flowers.  

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This project launched in February 2024 and includes a website, social media, print ads, and local business partnerships.