Climate change campaign for bros?

This month, I’m in Seth Godin’s altMBA program. (Not an MBA, by the way.) It takes up maybe 20 hours per week, but the rhythm is constant, with daily actions, and so it tends to occupy a lot of mental bandwidth. Today, I worked on a project for altMBA that is particularly interesting for me. We were assigned to develop a climate change campaign directed at a particular “persona,” as marketers like to call stylized audience segments. So I worked on a specific audience I hadn’t thought of before: bros. I’m looking forward to the all-day session tomorrow that I’ll have with my learning group, where we develop the campaign together.