A seemingly simple birthday request led to an unexpected and revolutionary movement that challenges the norms of masculinity. Best-selling author Sam Conniff’s story began with a daughter’s birthday wish: for him to paint his nails so she could take him to a Harry Styles concert. What started as a lighthearted gesture soon turned into an eye-opening social experiment, sparking a national conversation on masculinity, mental health, and vulnerability.
The Power of Vulnerability
“It’s hard to display toxic masculinity when you’ve got your nails done,” Sam Conniff reflected. The next day, after painting his nails, Sam found himself in deep, meaningful conversations with men he had never met before. His painted pink fingertips sparked questions and reflections on topics ranging from mental health to pronouns and violence against women. Sam explains, “Men were overwhelmingly curious. It opened up more explorative and inclusive conversations than I’ve ever had.”
A Partnership for Change
Sam’s unexpected transformation ignited a powerful insight into the barriers men face when it comes to expressing vulnerability and openness. Daniele Fiandaca, an inclusion specialist and co-founder of Token Man, took notice of the conversation Sam started and encouraged him to take the experiment further. They partnered to conduct research groups, diving deeper into how small, personal acts like painting one’s nails could lead to large-scale shifts in perceptions of masculinity.
The Research: Discovering Strength in Vulnerability
Initially, many men involved in the research reported feeling vulnerable, unsure of how their actions would be perceived. But this vulnerability quickly became a source of strength. Participants discovered that small, bold acts could lead to deeper, more meaningful conversations. One man remarked, “I never thought painting my nails would make me think differently about being a man, but it opened up conversations I never knew I needed to have.”
Another participant shared, “I realised I’d never done something openly inviting reactions—it made me notice how much I avoid vulnerability.” As these conversations deepened, so did the realisation that masculinity is not a monolithic ideal but a spectrum, allowing men to embrace traits traditionally considered “soft” or “feminine” without compromising their strength.
Hard As Nails: A Nationwide Campaign
This research set the stage for the launch of Hard As Nails, a national campaign designed to encourage men to paint their nails and explore what positive masculinity could look like. The initiative aims to provide men with an accessible, simple way to express themselves and break down the barriers of toxic masculinity that often stifle their emotional growth.
A Message of Strength and Openness
Daniele Fiandaca, who co-founded the campaign, explained, “Men often feel excluded from these conversations, but they’re vital. This isn’t about fixing men but helping them expand what it means to be one.” Sam Conniff further emphasised that Hard As Nails is not about telling men what to do but about showing that “openness and strength aren’t opposites. This small gesture requires courage, dismantles obstacles, and fosters unity. What could be more manly than that?”
The Future of Masculinity: A Nationwide Study
Set to launch in February 2025, Hard As Nails will invite men from across the UK to participate in a nationwide study by painting their nails and contributing to groundbreaking research exploring what masculinity can be. This comes at a time when men’s mental health is increasingly in the spotlight, with the UK government’s recent announcement of the first-ever Men’s Health Strategy. The strategy prioritises key issues like suicide prevention and mental well-being, areas that Hard As Nails aims to address through its inclusive and supportive approach.
A Call to Action for Men
The goal of Hard As Nails is not to shame men or label them as “toxic” but to create an annual campaign much like Movember that encourages positive masculinity and invites men to redefine their identity. With Hard As Nails, Sam and Daniele hope to empower men to embrace vulnerability, deepen their connections with others, and contribute to a broader cultural shift towards more inclusive and emotionally intelligent expressions of masculinity.