With the hope of fostering a national discussion about what manhood means today, the founders of The Good Men Foundation launched a four-pronged campaign including the charity itself, a book, a documentary film, and a network of on-line forums. The foundation’s mission is to support organizations that provide educational, social, financial, or legal support to men and boys at risk.

Poulin + Morris helped the Foundation bring this multi-faceted project to fruition with publication design, branding, digital media, DVD packaging, and print media, and also developed a national, public service advertising campaign for the project.

The Good Men Project: Real Stories from the Front Lines of Modern Manhood, a 268-page, softbound book, features 31 essays by a broad range of men–rich, poor, black, white, gay, straight, urban, rural, famous, ordinary–willing to share their challenges, obstacles, triumphs, failures, and life-changing moments to define themselves as men in the twenty-first century. Accompanying the book is a DVD of Matt Gannon's documentary of the same name. The film mixes riveting footage and breathtaking photography with candid narration from ten disparate men describing the experiences that have defined their lives.

This project was recognized by Graphis for Design Excellence in Branding and Publication Design.