It was an evening sure to make a lasting impact, as around 100 people packed into the Riverfront Theatre in Newport to watch the premiere of the Sound Lad? documentary.
The documentary, created by young men with the aim of tackling violence against women, is part of our Sound campaign with Welsh Government.
It’s a powerful 15-minute film, focusing on society’s perceptions of masculinity, and how damaging stereotypes can cause deep seated issues for men when it comes to relationships.
As part of the campaign, It’s My Shout productions – an independent film production company that provides training for those interested in film making and the creative industries – were commissioned to create the documentary.
Alongside the premiere, on May 9, the event also saw guests using engagement boards before the main event, while a Q&A session took place afterwards with some of the people involved in making the film.
Panelists included director of the documentary Anna Arrietta from It’s My Shout, and three men who featured in the film, Zhivago Greaux, Cal Roberts and Luke Davies.
Following the Q&A, there were also live conversations on stage with Connagh Howard from Love Island, and Andrew Jenkins who starred in the Traitors.
Both gave open and honest accounts of men’s behaviours and why some needed changing, while talking about their own experiences and how much the Sound campaign had opened their eyes.
Our campaign director, Beth, has been overseeing our award-winning Sound campaign.
Beth said: “When we sat in a room together with our client in January 2023, discussing our hopes and initial concepts for what was to become the Sound campaign, it was surely beyond all expectations to think that in under 18 months we would find ourselves in a much larger room with almost 100 audience members and special guests all discussing just how impactful the campaign has been in such a short space of time.
“The Sound Lad? documentary epitomises the approach taken throughout the first year of Sound. Community led outputs involving young men in conversations around healthy relationships, and providing them with positive role modelling, and lasting life skills and experiences.
“We came away from the event inspired to build upon initial successes by continuing to create a truly national movement to include men and boys in creative solutions to gender-based abuse and violence.”
For more information on Sound, follow @SoundCymru on Instagram and watch the documentary, here: https://www.youtube.com/watch?v=yFBI3vUlfvU&t=8s
